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All-ChinA JournAlists AssoCiAtionApril 2017
FOREIGN LANGUAGES PRESS
Development of ChinA’s news meDiA
(2016)
first edition 2017
978-7-119-10755-4
© foreign languages press Co. ltd, Beijing, China, 2017
Published by
foreign languages press Co. ltd
24 Baiwanzhuang road, Beijing 100037, China
http://www.flp.com.cn
Printed in the People’s Republic of China
Foreword/8
Journalism Work Environment/11
Media Transformation and Integrated Development/23
Development of New Media/49
Rights Protection and Professional Ethics Construction/63
International Exchanges and Cooperation/75
Case Study/85
CONTENTS
Foreword
9To fully reflect the current developments in journalism in China,
the All-China Journalists Association, together with the State
Administration of Press, Publication, Radio, Film and Television
(SAPPRFT), the State Internet Information Office, People’s Dai-
ly, Xinhua News Agency, China Central Television (CCTV) and
other related units created an annual report titled Development
of China’s News Media. The first report, for 2014, was compiled
and issued in 2015.
The work has got the generous support of the Publicity De-
partment of the CPC Central Committee, the Information Office
of the State Council, SAPPRFT, the State Internet Information
Office, People’s Daily, Xinhua News Agency, CCTV, Chinese Acad-
emy of Social Sciences, Tsinghua University, Renmin University of
China, the Communication University of China and other units,
whose experts and specialist personnel exerted scrupulous and
painstaking efforts to accomplish this massive task.
We would like to express our sincerest gratitude to all the
units and personnel involved for their hard work and profession-
alism in compiling the report.
The Editorial Group
April 2017
Since the beginning of 2016,
in the face of profound changes
in the media landscape and eco-
logical environment, China’s news
media have deepened reforms
and forged ahead to achieve their
objective of in-depth integration
of traditional and new media, and
to enhance the comprehensive
strength and influence of news
media. Solid progress has been
witnessed in the building of the
ranks of journalists, and China’s
journalism has grown more vi-
brant and vital than ever.
Journalism Work Environment
12 An environment featuring healthy and vigorous develop-
ment has been created for China’s news media and journal-
ists thanks to strong support from the Communist Party of
China (CPC) and the Chinese government, rapid development
of the media industry and communications technology, and
the enterprising spirit of the journalism organizations and
media.
I. Media Development Environment
1. The Communist Party of China and the Chinese
government (hereinafter referred to as “the Party and the
government” for short) set great store by and render strong
support to the healthy development of journalism in China.
CPC General Secretary Xi Jinping has made speeches on a
number of important occasions expressing support and en-
couragement to the development of the industry. On the part
of the Chinese government, it launched a series of media-
related policies in 2016, and developed initiatives to promote
development in related areas. SAPPRFT issued the Provisions
on the Administration of Online Publishing Services, the
Management Regulations on Local Representative Offices
of News Agencies, the Notice on Further Standardizing the
Broadcasting Management of TV Dramas and Related Adver-
tising, the Notice on Vigorously Promoting Independent In-
novation in Radio and Television Programs, and Opinions on
13Speeding up the Integration of Radio and Television Media
and Emerging Media. The State Internet Information Office,
meanwhile, issued the Provisions on the Administration of
Internet Information Search Services, and the Provisions on
the Administration of Mobile Internet Application Informa-
tion Services.
2. China’s media industry is amid rapid development and
profound transformation.
First, a momentum of growth has been maintained for
China’s media industry as a whole. Data from the Tsinghua
University Blue Book of China’s Media: Report on Development of
China’s Media Industry (2016) indicate that China’s media in-
dustry expanded by 12.3 percent in 2015, and that the overall
market volume reached RMB1.3 trillion, and the market share
of the Internet media grew from 47.2 percent in 2014 to 51.8
percent in 2015. In the first half of 2016, the spending on In-
ternet advertising increased by 26.9 percent, a rise of 10 per-
centage points over the same period the previous year. Analy-
sys International survey data also show that in the first half
of 2016 the volume of the China online advertising operator
market reached RMB118.71 billion, a year-on-year growth of
27.3 percent.
Second, China has entered the mobile Internet era. Porta-
ble terminals and readily accessible information have become
the latest trend in information dissemination. Mobile news
consumers in China now exceed 500 million, accounting for
14 more than 70 percent of total Internet users. Social media and
digital news have become ever more important channels of
information. iResearch survey data show that, from January
to March 2016, 60.8 percent of new media users looked to
WeChat, microblogging sites and other social media for news.
Users have gradually developed the habit to obtain informa-
tion and express their demands via social media, and 58.9
percent have come to regard digital news as a main source
of news; the penetration rate of news on mobile terminals
reached 66.6 percent, second only to audio and video multi-
media, games and life services.
Third, communication technology has become a powerful
force for media reforms. Big data, cloud computing and other
technologies are used to build omnimedia aggregation and
editing platforms; mobile broadcasting, H5 applications, and
other technologies commonly used for collecting, editing and
production. There have also been breakthroughs as regards
the initiation of news-writing bots, UAV information gather-
ing, virtual reality and other technologies.
II. Journalist Growth Environment
China’s government agencies, trade organizations and
news media provide Chinese reporters with various work
training and practical opportunities to encourage and nurture
their journalistic talent.
151. Training opportunities to improve professional
competence
The Publicity Department of the CPC Central Commit-
tee, the Information Office of the State Council, SAPPRFT,
the State Internet Information Office and other departments
provide journalists with training in relevant areas. The All-
China Journalists Association and the Association of China
Industrial Newspapers organize training courses for report-
ers and editors of industry media. The state and local media,
represented by People’s Daily, Xinhua News Agency, and
CCTV, reinforce media industry training. As of the end of
September 2016, People’s Daily had organized five sessions
of various training courses attended by 2,304 trainees, dur-
ing which visiting experts and scholars were invited to give
“people’s classes,” to a total 2,400 participants. The focus of
Xinhua News Agency is on building a top news reporting
team by speeding up the training of “omnimedia journalists
and editors.” A thousand editorial journalists have received
training in Internet skills, smart technology, UAV photogra-
phy, streaming media production, social media use, Internet
security, and other areas. Through full implementation of the
“youth tutoring system,” experienced senior media workers
with special knowledge have tutored, mentored and passed on
their experience to their younger fellows. A total of 898 young
novice have participated in the system. Fact checking and lan-
guage editing, photo journalism, mobile terminal application,
16 translation, and document processing competitions involving
a cumulative total of 3,500 participants have been held in this
connection. CCTV has also organized and implemented train-
ing activities focusing on media integration and other topics.
As of December 31, 2016, 94 training course sessions had
been held, attended by 6,051 trainees, in addition to four ses-
sions of Internet training which had been attended by 13,595
trainees. A total 120 sessions of various training attended by
20,001 trainees have taken place.
2. Contact and practical experience at the grassroots
Practical news activities have been organized to guide
journalists’ experience at both the grassroots and front-line
to enhance their broad understanding of social conditions
and public opinion. The Publicity Department of the CPC
Central Committee has organized “Go to the Grassroots
Level” activity among journalists during the Spring Festival
every year to encourage in-depth thought-provoking news
reporting. The State Internet Information Office also or-
ganized over 2,000 journalists and editors of online media
to carry out a series of activities, aiming to “go to grass-
roots units, transform the style of work, change the style
of writing,” and produce a series of thought-provoking and
high-quality reports. Among them was the special activity
titled “Strive to Prosper along the Long March Route” to
commemorate the 80th anniversary of the victorious Long
March of the Red Army. It entailed the publication of more
17than 275,000 news and information items, which scored 11
billion hits, were forwarded, commented and liked 20 million
times by Internet users. The All-China Journalists Associa-
tion organized an activity whereby 100 state news media
editors and journalists went to Yan’an in Shaanxi Province
in July 2009, where they stayed, ate, and worked with lo-
cal farmers. For the past eight years (with the exception of
2013), it has been held two or three times yearly in Yan’an
of Shaanxi Province, Ganzhou and Jinggangshan of Jiangxi
Province, Xibaipo in Pingshan County of Hebei Province,
and Gutian in Longyan of Fujian Province. The activity has
been held nine times, covering major state news units, na-
tional industry media, and local mainstream media, among
others, and involving more than 800 editors and journalists.
3. Find examples and tell one’s own story
Since 2014, the All-China Journalists Association has
organized the staging, via the national press and journalists’
associations in provinces, autonomous regions, and munici-
palities directly under the central government, of three con-
secutive speech contests titled “Outstanding Journalists Tell
Compelling Stories.” It involves journalists talking about their
personal experiences gained from carrying forward profes-
sionalism, abiding by professional ethics, bearing social re-
sponsibilities, and sharing their feelings and impressions stem-
ming from interviews they have carried out. More than 130
outstanding speech contestants then assemble in Beijing each
18 year to participate in the heats for this contest, and winners
of the final go to CCTV to record the “Outstanding Journal-
ists Tell Compelling Stories – a Special Journalists’ Day Pro-
gram” broadcast on CCTV-1 at prime time on the evening of
November 8, Journalists’ Day. The contest triggers a strong
reaction from the press and society as a whole. The All-China
Journalists Association has since opened official WeChat and
microblog accounts named “Outstanding Journalists Tell
Compelling Stories,” which, as of October 21, 2016, had been
viewed more than 15.12 million times. Many Internet users
have commended the “Outstanding Journalists Tell Compel-
ling Stories” program as uplifting by virtue of the moving
stories it tells and the positive energy it spreads.
4. Reform the management mechanism to stimulate
growth and talent
To adapt to the trend of integrated media development,
state and local media have carried out in-depth reforms in or-
ganization, management, business processes and other aspects
through the introduction of a series of innovative initiatives
aimed at attracting, training, and retaining talent and provid-
ing institutional support for the personal development of
editors and journalists. People’s Daily, Xinhua News Agency,
and CCTV have done outstanding work and made marked
achievements in this regard.
The first step is deepening reforms to the personnel
management system. People’s Daily is opening up channels
19to encourage two-way flow of talents between itself and
the society. In July 2016, the Opinions on Promotion of the
Comprehensive Exchange of Officials and Talents was issued,
with the aim of building an innovative, open and integrative
pattern of talent development. The document requires to do
a good job in recommending and selecting high-caliber tal-
ent in the field of news gathering and editing, and in the in-
troduction and selection of high-caliber talent in the field of
operation and management, strive to build a working platform
suitable for high-caliber talent to work satisfactorily, explore
the establishment of a funding system for high-caliber talent
and key work teams, and further improve continuing educa-
tion, professional title appraisal, selection and training, further
study, and other professional and technical personnel systems.
Xinhua News Agency is further promoting personnel sys-
tem reform by exploring flexible and efficient talent training
methods and incentives, expanding the space of development
for news gathering and editing workers, and creating more
platforms that help bring in and keep such workers. Besides,
efforts are being made to improve the routine mechanisms of
personnel training and selection for key positions. In February
2016, Xinhua News Agency released the Implementation Plan
on the Two-way Secondments by News Gathering and Edit-
ing Core Members Between the Head Office and Domestic
Branch Agencies was issued, followed by the selection and
exchange of the first group of 10 people from head office
20 holding temporary leading posts in various domestic branch
agencies and 13 from the domestic branch agencies holding
temporary leading posts in the head office of Xinhua News
Agency. The aim of the scheme was to place the better ma-
tured young workers in important positions. Moreover, the
agency has also explored the establishment of a ladder system
in the news gathering and editing profession to complement
the current system of professional title appraisal and employ-
ment; in line with the system, news gathering and editing is di-
vided into 13 professional ladders, featuring the establishment
of such posts as “chief editor” and “chief reporter” to ex-
pand channels and space for the promotion and development
of news gathering and editing workers so as to encourage the
professional and technical personnel, especially leading talents,
to feel at liberty to study diligently to improve their profes-
sional proficiency. So far, the system is being tried out in five
departments and domestic branches of the agency.
Second, deepen reform of the performance incentive
mechanism. People’s Daily is deepening reforms to the sys-
tem in relation to professional title appraising and awarding
and pressing forward with reforms for the establishment of
a pay system based on performance in efforts to improve the
distribution and incentive mechanism. It is also exploring the
establishment of a new mechanism in view of the human
resources market in efforts to lay a foundation for more ef-
ficient integration of the human resource of People’s Daily.
21The system puts into place bi-monthly Outstanding News
Award selections, taking into account both traditional and new
media, to reward and highlight outstanding news items in the
press, and on microblogging sites and digital news. As regards
professional assessment, the news gathering and editing de-
partments will give preference in this regard to reporters who
have written outstanding news articles, and also award more
marks to those who produce articles that turn out to be head-
lines and in-depth reports of various columns, take better pic-
tures, and participate in the development of new media prod-
ucts. The system also rules the establishment of the system
of competition for potential highfliers for various posts to
effectively improve the competence of the young professional
backbone and spur their enthusiasm, initiative and creativity.
Xinhua News Agency has proposed the “striver-oriented
and contributor-oriented” assessment incentives and guid-
ance, set out to reform and improve assessment methods, and
implement a simplified and classified assessment to ensure
that the assessment is simple and easy and rewards and pun-
ishment are based on clearly defined rules, so as to stimulate
team vitality to the full. Meanwhile, the agency also works to
enhance better-targeted assessments, for instance, focusing
on assessing the performance of domestic branch agencies in
producing news reports and assessing the business indicators
of the management sector, so as to meet the requirement to
“separate news gathering and editing work from that of busi-
22 ness management while strengthening both.” A performance-
based distribution system is to be set up. Through regulating
the distribution approach of the agency as a whole to perfor-
mance-related pay, preference will be given to news gathering
and editing as the major business of the agency.
Proceeding from training TV stars and arousing the en-
thusiasm of all employees, CCTV has drawn up the CCTV
Program for Training TV Celebrities, launching the annual
event of selecting “top ten personalities,” implemented the
Training Program for Youth Talent, and developed the fund
of awards for innovation by employees. In early 2016, CCTV
initiated the selection and commending of the “top ten per-
sonalities” of 2015.
Media Transformation and Integrated Development
24 Integrated development remained a top issue in relation to the
development of China’s media in 2016. Both national and local me-
dia speeded up their complementation and integration of traditional
and emerging media. Various media follow closely the development
of advanced technology and promote in-depth integration of con-
tents, channels, platforms, operation, management and other aspects
to reform the institutional mechanism and regenerating the produc-
tion process, with advanced technology as support and content
construction as the foundation, and by making use of the Internet
mindset, so as to forge a modern communication system featuring
three-dimensional variety and integrated development. A number of
new mainstream media featuring diverse forms, advanced means and
strong competitiveness, have since emerged, and a number of new
media groups being proud of great strength, communication capac-
ity, credibility and influence have begun to take shape. A new media
system and structure is thus being formed.
I. Newspapers and News Agencies
At present, China’s news and newspapers industry is basically
of a multi-level and multi-category pattern in which Party news-
papers and journals form the main part while being supplemented
by evening and city newspapers and professional ones published
by the various trades.
(I) Coexistent opportunities and challenges
1. Further deepen newspaper structural reform and speed up
25the specialization and segmentation of newspapers. According to
the 2015 Analysis Report of the Press and Publication Industry,
in 2015 the national total print-run of comprehensive newspapers
was 28.44 billion, down 9.4 percent from that of 2014 and account-
ing for 66.1 percent of the national total of all newspapers; that
of professional newspapers was 11.09 billion, accounting for 25.8
percent; that of life-service newspapers was 1.25 billion, accounting
for 2.9 percent; that of reader-oriented newspapers was 1.74 billion,
accounting for 4.0 percent; and that of digest magazines was 490
million, accounting for 1.1 percent. In 2015 the national total print-
run of comprehensive periodicals was 200 million copies, down
14.0 percent from that of 2014, accounting for 6.8 percent of the
national total of all periodicals; that of periodicals on philosophy
and social sciences was 1.31 billion, 4.3 percent fewer than in 2014
and accounting for 45.7 percent of the national total, displaying an
increase as compared with the previous year; that of periodicals on
natural science and technology was 400 million, 7.1 percent fewer
than in 2014 and accounting for 13.7 percent; that of periodicals
on culture and education was 650 million, 9.2 percent fewer than
in 2014 and accounting for 22.5 percent; and that of periodicals on
literature and art was 320 million, 8.3 percent fewer than in 2014
and accounting for 11.3 percent.
2. The operation of market-oriented media is being bogged
down in difficulties, and a number of indicators fall sharply year
on year. The 2015 Analysis Report of the Press and Publication
Industry shows that, at the end of 2015, a total of 1,906 kinds of
26 newspapers was being published on the mainland of China, six less
than in 2014, or a fall of 0.31 percent; the national total print-run
of newspapers was 43.01 billion, 3.38 billion fewer than in 2014,
or a fall of 7.29 percent; the total amount of printed sheets was
155.49 billion, 36.74 billion fewer than in 2014, or a fall of 19.11
percent; the total turnover of newspaper publishing was RMB62.62
billion, RMB7.17 billion less than in 2014, or a fall of 10.3 percent;
and the total profit was RMB3.58 billion, RMB4.06 billion less than
in 2014, or a fall of 53.21 percent. The main business turnover and
total profit of 43 newspaper groups fell by 6.9 percent and 45.1
percent, respectively; 31 of the newspaper groups suffered losses,
14 more than in 2014. At the end of 2015, a total of 10,014 period-
icals were being published on the mainland of China, 48 more than
in 2014, or an increase of 0.5 percent. The periodicals published
were of such categories as natural sciences, technology, philosophy,
social science, culture, education, literature, art, children, and others.
The 2015 national total print-run of periodicals was 2.88 billion, a
drop of 7.0 percent from 2014; the natural total amount of printed
sheets reached 16.78 billion, a fall of 8.6 percent; and the total
amount of list prices was RMB24.3 billion, a fall of 2.6 percent. In
2015, the total turnover from periodical publication was RMB20.1
billion, a fall of 5.2 percent from 2014; and the total profit was
RMB2.63 billion, a fall of 3.0 percent.
(II) A road of integrated development and innovation
In recent years, newspapers and news agencies have taken the
initiative to make changes and take positive actions to explore
27extensively a road of integrated development and innovation to-
gether with the emerging media, achieving initial results, ushering
in the pattern of media transformation, upgrading, integration,
and innovation that “takes state media as guides, the Party’s news-
papers and periodicals in local places as leaders and professional
newspapers, evening and city newspapers as pioneers.”
From 2013 to 2015, the Digital Publishing Department of the
SAPPRFT made a comprehensive assessment in two batches of
the digital transformation and upgrading of national newspaper
publishing units, and carried out scientific modeling of multi-level
indicators affecting the quality and effectiveness of the transfor-
mation and upgrading of the newspaper industry. Out of 500
or more press units, 114 newspaper publishers and press media
groups were selected as “national model units for the transfor-
mation from traditional publishing to digital publishing.” From
August 2014 to June 2016, through the establishment of the
case library for integrated print media innovation, the SAPPRFT
News and Newspapers Department dynamically tracked almost
400 cases among domestic print media of integrated innovation,
and carried out integrated innovation through periodic review
of 30 cases representing the current highest quality print media.
Moreover, the “top 20 cases of integrated national print media
innovation” were selected by a panel of experts, comprising rep-
resentatives of the Internet science, technology and new media
investment sectors, as well as of the media industry, by way of
comprehensive road shows.
28 Throughout the demonstrations of case-based and print
media digital transformation, their upgrading and integrated de-
velopment brought to mind “a hundred flowers that bloom and a
hundred schools of thought that contend,” generally presenting
the following characteristics:
1. Open innovation-led transformation, upgrading and inte-
grative development. The current media integration mode dis-
plays increasingly more diversified characteristics. But, viewed as a
whole, the most prominent ones are the breaking of boundaries,
embracement, and open innovation, which are expressed as fol-
lows. First is internal integration, of which the “central kitchen”
is emblematic. Integration of internal resources expands the
boundaries of different internal communication media, so link-
ing the content producers of traditional media with those of new
media, and establishing effective communication and coordina-
tion between different business units. For example, both People’s
Daily and Xinhua News Agency have built omnimedia platforms.
Second is cross-boundary development. The media give full
play to brand influence and qualification resources while making
attempts to enter other areas to achieve a multi-industry develop-
ment model based on media brand. In this regard, effective forays
have been made by Henan Daily Press Group, Shaanxi Huashang
Media Group, Beijing Media and others.
2. The development of new digital and networked products
has become a more general choice. In the face of the impact of
emerging media, the traditional media are proactive in their exten-
29sive exploration and practice and are constantly trying new ideas
and methods. The development of new digital and networked
products has hence become a more general option. Statistics
show that more than 95 percent of the model digital publishing
transformation units in the newspaper sector nationwide have
formulated official digital news or WeChat accounts either in their
own or different names, based on media brand. New content
products and traditional media contents thus complement each
other. The visualization of news brought by HTML5 became a
key feature of the media industry in 2015-2016.
(III) Innovative communication channels
Since 2015, newspapers, periodicals and news agencies run
by the Party have, relying on their strong capital, talent, brand
and other advantages, been steadily strengthening the internal top
design and making efforts in building “central kitchen”-styled
omnimedia publishing platforms to develop an omnimedia mode
of production. Meanwhile, they have actively introduced cutting-
edge technology and constantly cultivated and enhanced the capa-
bility of new media communication to reveal a broader prospect
in media integration. On the part of the market-oriented media,
more attention has been paid to making use of the mode of mar-
ket-oriented operation in actively planning the development of
microblog, WeChat and client app to open up omnimedia chan-
nels while proactively bringing in social capital to strive toward
vertical subdivision and continuing to expand the professional
scope of newspaper media, so as to provide new development
30 ideas for media integration on the basis of provision of localized
services.
1. Development of new communication capability based on
the “central kitchen” concept and microblog, WeChat and cli-
ent app. Since 2015, People’s Daily, Xinhua News Agency and
other media have created the omnimedia “central kitchen”-styled
release platforms. In terms of operating modes, the “central
kitchen” mode has brought about a change to the traditional one
featuring “journalists foremost + editors at the rear,” replacing it
with the multi-line writing mode of “data support + journalists
foremost + visualization integration + fast promotion + product
manager coordination” for omnimedia and 24-hour production,
thus achieving the objective whereby “journalists collect informa-
tion, and the ‘kitchen’ produces a variety of products that reach
users via multiple communication channels.” On March 2, 2015,
shortly before the “two sessions” of the NPC and CPPCC were
held, the red icon signifying “vibrant news prepared in the cen-
tral kitchen” appeared on the fourth page for important news of
the People’s Daily, marking the debut of the omnimedia platform
project in the People’s Daily. July 7, 2015 saw the official launch
of the Xinhua News Agency omnimedia report platform. The
Xinhua News Agency editorial room organizes and coordinates,
and the editorial departments and technical staff form a team of
professionals. The platform processes the material resources that
front-line journalists have gathered to generate news, reports and
other products for both traditional and digital media such as com-
31puter-animated news, short videos, short documentary films and
cartoons, and distributes them through multiple channels to dif-
ferent media terminals, thus achieving in-depth integration, and
the sharing and interoperability of news elements.
Along with the increasing penetration of smart phones and
continuous improvement of the mobile communication networks,
users have inevitably turned their attention to mobile terminals.
Since 2015, People’s Daily, Xinhua News Agency, Guangming
Daily and other media have also made positive efforts in devel-
oping microblog, WeChat and client app. People’s Daily has 124
official WeChat accounts, including the official account, people.
cn, Health Times, and Xiake Island, and 129 microblog accounts,
including People’s Daily, people.cn, This is America, and Global
Times, thus initially forming a new communication matrix, includ-
ing print media, PC terminals, microblog, WeChat and client app,
and other media terminals. The People’s Daily digital news was
officially launched on June 12, 2014, focusing on providing au-
thoritative, accurate, rich and diverse news. Xinhua News Agency
has developed a multi-dimensional communication system, in-
cluding news apps, and official accounts and mini-programs on
WeChat. Based on Xinhua’s worldwide news-collecting network,
the Xinhua News apps, launched on June 11, 2014, provide read-
ers with 24-hour first-hand news reports, and have already taken
the lead in the reporting of over 80 percent of major breaking
news items. Guangming Daily runs the “Guangming Perspective
on the World,” “World Perspective” and other official accounts
32 on high-quality mobile platforms. As of February 2016, “Guang-
ming Perspective on the World” had scored 44.04 million hits on
Toutiao, each article scoring an average 230,000 hits, making it one
of the most influential official international news media accounts.
The broadening of communication channels has also turned
out to be an important means for the media to serve society.
More and more media have begun to develop new digital chan-
nels to provide vertically in-depth services. As of the end of
2015, Zhejiang Daily Press Group’s “Zhejiang Digital News” had
completed construction of local news channels in 11 cities and
40 counties under the jurisdiction of the province. “Haoyicn.cn,”
a Yangtze Daily Newspaper Group new media project, takes us-
ers as the center and connects core hospital services data through
the sharing of “source pool” technology to provide users with
such service functions as online appointment, registration, pre-
treatment consultations, post-treatment follow-up visits, health
self-examinations, health malls, and doctor-patient interactions. The
Chinese National Geography digital app is based on the LBS geograph-
ic information positioning function. No matter where users are,
therefore, as long as the LBS application is open, the app can push
all the information surrounding its location reported by publica-
tions under Chinese National Geography distances of 5 km, 10 km and
15 km to users. It has been downloaded more than 5 million times
via mobile phone, TV, computer, and hand-held terminal.
2. Application of cutting-edge new media technology. Xinhua
News Agency used VR technology in 2015 to report on the Vic-
33tory Parade in commemoration of the 70th anniversary of the
victory of the Chinese People’s War of Resistance against Japa-
nese Aggression. It thus became a pioneer in China of 360-de-
gree panoramic video coverage. After the Shenzhen landslide
of December 20 that year, Xinhua was also the first to use VR
technology to report on this disaster. The video scored 620,000
hits on Xinhua digital news, and was viewed more than 60,000
times that day on Twitter. During the annual sessions of the
NPC and CPPCC in 2016, People’s Daily, Xinhua News Agency,
Guangming Daily and many other media used panoramic camera
technology to record the NPC and CPPCC in detail, and push
and transmit real-time reports on the sessions from new media
platforms. The Guangming Daily “VR CPPCC Press Conference
Live Broadcast” media was transmitted via WeChat and microb-
log and viewed 120,000 times in less than an hour. In recent years,
there have been great breakthroughs in intelligent robot technol-
ogy. On November 7, 2015, Xinhua News Agency introduced the
“Robot Journalist Xiaoxin” intelligent robot. It has been assigned
to the Sports Department to write reports on sports events in
English and Chinese languages and to the Economic Information
Department and China Securities Journal to write financial reports.
II. Radio and Television
The radio and television stations throughout the country
vigorously promote integrated media development and actively
34 implement the “radio and television +” action and the “broad-
band radio and television” strategy, bringing about a new trend of
integrated development that involves such links as content pro-
duction, integration, distribution, transmission and management.
Integrated development has deepened, expanded and transitioned
from “complementation” to “integration.” In the process of pro-
moting integrated development, radio and television institutions
have accelerated their steps in institutional innovation, building
new mainstream media to create new media groups, and compre-
hensively promoting the transformation and upgrading of radio
and television media.
(I) Breakthrough made in content integration and the
mode of integrative production growing popular
Radio and television stations at all levels are quickening their
steps in constructing platforms of integrated content produc-
tion and transmission, improving content integrated production
mechanisms, and strengthening integrated content production to
realize wide dissemination of radio and television contents in the
emerging media.
1. The “central kitchen” model is being promoted. The three
central stations, i.e., CCTV, CNR, and CIR, and three such sta-
tions in the various provinces and major cities have established
news integration centers that recycle the news production process
in the “central kitchen” approach to achieve integrative news
production and dissemination. China National Radio (CNR) has
set up a convergence media news command center to integrate
35its news resources, establish an online-offline joint title multi-
platform mechanism, and form, through the coordinated and
joint operation of many departments, the convergence of media
news production process, thus to achieve deep integration of sig-
nificant publicity reports from both the station and the Internet.
CCTV has created the “CCTV News” multimedia integration
platform, and established a major political event reporting mecha-
nism, a major publicity reporting integration mechanism, a news
materials and concurrent news reporting integration and sharing
mechanism, and a convergence media mechanism to form the
cross-sectoral, cross-terminal and cross-channel news production
pattern. China International Radio (CIR) has set up a multimedia
news production platform to form a mechanism that takes into
account of the information gathering, processing, publishing,
exchange and display for both international and domestic news.
Shanghai Television Station has launched the television news om-
nimedia integration production platform X-news, “N in N out”
broadcasting omnimedia collecting, editing, producing, saving and
releasing system, and many other technical systems. Hubei TV
has built a convergence media news center to explore establish-
ment of the “omnimedia interviews foremost + central kitchen
integrated production at the rear” news production process and
achieve news resource integration.
The three central stations and those in some major cities have
built cloud platforms to provide support for “central kitchen”
type of content integration. The CNR’s cloud gathering and ed-
36 iting system is geared toward the Voice of China, the Voice of
Economy, cnr.cn, local journalist centers, local radio stations and
other content production and broadcasting sources, and covers
the entire process of news gathering, editing, and broadcasting, so
as to materialize “one button release” on many platforms. CCTV
has set up a cloud news production system and constructed a
“central kitchen” type of news cloud platform for one-hit mate-
rial gathering and multi-channel distribution. Guangdong TV has
promoted “cloud services and big data” technology applications
and built the high-definition production private cloud, and also
integrated traditional television gathering, editing, broadcasting
with new media program production. Jiangsu TV has indepen-
dently developed a “micro-Bo cloud” omnimedia operation plat-
form, and completed construction of the “Lizhi cloud platform”
project to form the omnimedia, real-time, fully interactive three-
dimensional transmission pattern.
2. Rapid development of the new form of integrated content
and upgraded innovation in production model
The first step is to strengthen mobile micro-content produc-
tion. In order to meet the needs of mobile viewing, radio and
television organizations are making positive efforts to promote
“micro-content” production. Micro-video coverage has been
widely used in news reports. With videos as the main feature,
CCTV is carefully building short, new, fast and live “V viewing”
series micro videos. Since 2016, it has produced more than 240 “V
viewing” micro-videos of President Xi Jinping’s important politi-
37cal activities, and the total viewing has reached more than 750
million. During its coverage of the G20, CCTV News New Media
and CNTV jointly produced 76 “V viewing G20” series micro-
videos which were synchronously pushed and spread, and the
total viewing reached 271 million. CNTV also launched “the free
comments on the important activities of President Xi Jinping at
home and abroad.” With the original animated image of Presi-
dent Xi Jinping as the main logo, this multi-form Internet evalu-
ation product combines English commentary, animations and
H5, and has received warm responses from domestic and foreign
Internet users alike, an average 200 million people having viewed
each chapter. CRI introduced more than 220 new media products,
such as HTML5-standard web pages, illustrated texts, videos and
long-text images, during the G20 Hangzhou Summit in Sep-
tember 2016, with over 40 million views, while its special digital
media programs on President Xi Jinping and Premier Li Keqiang
aired during the NPC and CPPCC sessions (March 3-12, 2016)
were viewed by more than 80 million people. The state and local
radio and television institutions have increased the production of
micro-films and micro-documentaries and launched a series of
micro-video short videos on the official WeChat account to en-
rich the integrative form and content.
The second is to make vigorous efforts in the development
of mobile live broadcasts. The 2016 was viewed as the “first year
of mobile live broadcasting.” CCTV gave full play to its advan-
tage in news video broadcasting and enhanced Internet broadcast
38 technology capabilities. In its report on the 95th anniversary cel-
ebrations of the founding of the CPC, “CCTV News” new me-
dia launched the large-scale multi-point 190-minute “Loyalty and
Oaths” mobile live broadcast, with millions of Internet users hav-
ing a “red tour” of nine historical revolutionary sites to the site of
the general assembly where the 95th anniversary of the founding
of the CPC was celebrated. During the Hangzhou G20 Summit,
a CCTV News digital “live channel” was initially set up. Forty-six
signal sources were used to launch the large-scale uninterrupted
48-hour live mobile “China G20” broadcast. Interviews, onsite
visits, classical Hangzhou allusions, and real-time landscapes in-
teractively created live hot-spots on many mobile terminals. The
broadcast drew more than 307 million users, and the cumulative
audience amounted to more than 101 million. In 2016, CCTV
News new media carried out around 400 live broadcasts, and the
cumulative audience amounted to more than 820 million.
Third is the strengthening of interactive content production.
CCTV has created a medium through which to express innova-
tive programs that provide users with richer program content and
the interactive experience. CCTV-4 has created the first domestic
media convergence news commentary program, “China’s Public
Opinion.” CNTV used the big data public opinion analysis sys-
tem to analyze massive amounts of Internet data for its “index
on China’s public opinion.” With omnimedia studio services pro-
vided by the technological department, the “online auditorium,”
in the course of live broadcasts, has been brought in for large and
39small screens of the same frequency and resonance. The ratings
of 19 episodes exceeded 1 percent, and the interactive audience
amounted to more than 90 million. It is known as “a new model
of television news commentary in the convergence media era.”
When the “Chinese Riddle Conference” was broadcast in 2016,
the audience throughout the country and field players simultane-
ously vied to give their answers. This expanded the studio space,
brought the youth back to TV, and included entire families in the
viewing audience. More than 170,000 families uploaded “family
portrait” photo riddles. CRI launched “Global Information +,” a
social media application platform with audio news and interaction
as the core to expand the live “watching and chatting” channel
and achieve user interaction. In addition, radio and television me-
dia actively attract users’ direct participation in content produc-
tion. For example, during the 2015 annual sessions of the NPC
and CPPCC, CNR set up the special “Moments from the Two
Sessions” column which took the form of user generated content
(UGC) and aroused considerable social attention.
(II) Continuous deepening of channel-platform integra-
tion, and expansion of new integrated development
The focus of national cable television Internet and broadcasting
agencies is on expanding the integration of channels and platforms,
steadily promoting the “broadband radio and television” strategy,
extensively carrying out “radio and television +” integration, and
vigorously building “microblog, WeChat and client app, and net-
works,” to ensure that radio and television are “omnipresent.”
40 1. Active implementation of “broadband radio and televi-
sion” strategy and “radio and television +” activity in cable net-
works. Cable networks throughout the country all make active
efforts in implementing the “broadband radio and television”
strategy and “radio and television +” activity to speed up two-
way construction of cable Internet broadband and establishing
interactive cloud platforms, resulting in the significant improve-
ment of service capacity and the launch of a variety of integrated
work. The State Grid Corporation has launched construction of
the national cable television Internet interconnection platform.
CCN is reinforcing construction of a two-way broadband cable
Internet, and has made key breakthroughs in IDC services, cloud
services, e-commerce, conference calls, and television, broadband
and other business. It has also received accreditation for nine
Triple Play services, including Internet service access, value-added
internet data transmission services, and domestic IP telephone
services. Shanghai’s next generation broadcasting Internet (NGB)
is basically completed, so becoming a full-coverage urban optical
Internet and urban Internet infrastructure, second only to Shang-
hai Telecom. The national cable Internet has now generally begun
high-definition and standard-definition live video broadcasts,
broadcasts on demand, catch-up TV, recording, interactive games,
karaoke, TV banking, and broadband access.
2. Strengthening construction of Internet radio and televi-
sion, and enhancing the PC-terminal communication capabilities.
The three central stations and similar local ones have intensified
41efforts in the construction of Internet radio and television sta-
tions and audio-visual program websites. As of the end of 2016,
national radio and television institutions had obtained permission
to establish 31 Internet radio and television stations. Most radio
and television stations at and above the city level had started
audio-visual program websites. These stations and websites have
become important emerging platforms holding appeal to an ever
larger number of users. As of the end of 2016, the number of
CCTV monthly independent access users reached 535 million, ac-
counting for 70 percent of China’s total Internet users.
3. Speeding up construction of mobile platforms, and pro-
moting mobile communication of radio and television programs.
Radio and television station mobile applications have expanded in
leaps and bounds. First, radio and television organizations gener-
ally launch mobile applications. The three central radio and televi-
sion stations have each launched a series of such applications. For
example, CCTV has launched such mobile applications as “CCTV
News” and “CBox,” all of which form distinctive mobile product
systems. Shanghai TV, Hunan TV, Zhejiang TV, Jiangsu TV, An-
hui TV and other provincial television stations have launched a
number of mobile applications, which have brought about waves
of vigorous development in this regard. At present, the mobile
terminal has developed two model brand names, i.e., “light” series
and “wireless” series, that has held a great appeal to the participa-
tion of relevant radio and television stations and generated con-
siderable influence. Second, the radio and television mobile clients
42 have access to a wealth of content. For example, the CNR “China
Broadcast” application integrates the content of its 17 frequency
programs as well as the programs of some local radio stations to
produce 220,000 audio programs that added up to 100,000 hours
and have been released to more than 100 mainstream applica-
tion markets (including the Internet TV application market). The
Shanghai TV “Archimedes” mobile client platform boasts 24-hour
live broadcasts and catch-up listening in addition to other func-
tions for more than 7,000 programs. Third, the radio and televi-
sion mobile client platforms boast huge numbers of users. As of
the end of 2016, the cumulative download volume of the “CBox”
client terminal reached 538 million, and the actual download vol-
ume of the “CCTV News” client terminal was up to 42.14 mil-
lion. The download volume of first-line provincial TV stations is
also substantial. For example, the cumulative download volume
of the Hunan TV “Mango TV” mobile client terminal reached
312 million, and that of the Zhejiang TV “China Blue” mobile
client terminal was 7.72 million. Fourth, radio and television
mobile client terminal displays a trend of platform-oriented and
intensive development. CTV has built the strong interactive super
video “CBox” digital news platform. The platform pools massive
video resources, originally designed quality products and high-
definition live broadcasts, and offers interactive optimization ex-
perience, with the contents fully demonstrating the advantages of
national digital video platforms in terms of high-quality content
and style. Taking February 19, 2017 as the point of countdown,
43CCTV is pressing ahead with the construction of the “CCTV
news mobile Internet” aimed at providing, by way of “journalists
signal back to the platform” + “user upload platform” + “matrix
number of institutions,” the news release system and media asset
system featuring integrated production of TV and new media,
resource sharing and efficient distribution, thus striving to achieve
a timely breakthrough in the field of mobile live broadcasting to
promote the platform-level evolution of CCTV news and create
a new form of integrated development. “Wireless Suzhou” has
formed close working relationships with 35 media organizations
nationwide by providing integrated development technology and
platform support for the media involved, and so evolving into a
comprehensive platform for cross-regional development.
4. Making wide use of microblog, WeChat and other micro-
social platforms to achieve the socialization of radio and televi-
sion programs. Radio and television institutions generally open
microblog and WeChat accounts; microblog and WeChat have
become important integrated communication social platforms for
radio and television media. The three central station, i.e., CCTV,
CNR and CRI, open microblog and WeChat accounts at different
levels for their various frequency channels, programs and anchors.
CNR now boasts more than 700 microblog and WeChat accounts
for their certified frequency channels, programs and anchor to
form a microblog and WeChat matrix. CCTV has a new media
brand cluster comprising 23 mobile client terminals, 263 official
microblog accounts and 204 WeChat public accounts, so as to
44 form an all-wave, multi-level and multi-part mainstream pub-
lic opinion matrix. As of the end of 2016, CRI had opened 50
microblog accounts, 72 WeChat accounts, and 110 social media
accounts overseas. Radio and TV stations at the provincial level
also vie with one another in opening microblog and WeChat ac-
counts to give rise to a clustering trend. Better-operated radio and
television media have shown greater communicative strength and
extended greater influence in terms of microblog. As of the end
of 2016, CCTV News boasted 124.06 million microblog fans (47.15
million on Sina, 26.03 million on Tencent, and 50.89 million on Mi-
aopai), in addition to 6.8 million WeChat subscribers, and microb-
log fans for CRI’s “Global News Radio” exceeded 43 million. Many
of the provincial-level radio and television institutions also have
millions of microblog fans, which show their considerable commu-
nicative strength. For example, the number of microblog fans of
Hunan TV is 7.8 million, and that of Anhui TV is 5.36 million.
(III) Promotion of institutional and mechanism innova-
tion, and acceleration of new-type mainstream media devel-
opment
Radio and television institutions throughout the country have
persisted in promoting integrated development by way of insti-
tutional and mechanism innovation and deepened institutional
and mechanism reform amidst integrated development, resulting
in gradually integration of the operation and management of
both traditional and new media and preparing the foundation for
developing new mainstream media and creating new mainstream
45media groups.
1. Strengthening top-level efforts to promote integrated de-
velopment. It is necessary for radio and television institutions
at all levels to strengthen the drive at the top level to strengthen
integrated development by way of establishing special decision-
making and command organs for integrated development. All
the three central stations all treat integrated development as a top
priority and strengthen leadership and coordination in this regard.
CNR has established CNR Media Group for integrated opera-
tion of traditional and emerging media. CCTV has established
a leading group and office for integrated media development to
be in charge of the overall design, coordination, advancement,
supervision and implementation of integrated development, to
ensure systematic integration and coordination of the media and
integrated development of the entire station. CRI has established
a management committee for media integration in charge of the
planning and coordination of the overall integrated development
of the station media. Hubei TV successively established a “Media
Integration Development Committee” and “Media Integration
Content Editing Committee.” Hunan TV has realized integrated
development and operation with its new “Mango TV” media
platform and brought about a trend of integrated development
featuring simultaneous progress and interaction between its twin
engines, i.e., Hunan TV and Mango TV.
2. Speeding up integration of operation and management to
greatly enhance market competitiveness. Integration of operation
46 and management is an important means to promote media inte-
grated development. Radio and television institutions throughout
the country promote the integration of operation and manage-
ment in an overall way, and have achieved significant results. New
market entities were created and in-depth integration of internal
business operation and management was conducted. The three
central stations all have set up independent companies tasked with
integrating their high-quality media resources and taking charge
of the operation of the new media business. The radio and TV
stations of the various provinces are all proactively pressing for
market-oriented operations of new media, and most of them
have established new media companies to accelerate integrated
media development. Shanghai TV focuses on promoting its
corporate development on the basis of the “Archimedes” client
terminal. A company jointly invested by Eastradio and the Archi-
medes team is effectively promoting the latter’s integration of the
entire station’s audio broadcast resources for rapid development,
so greatly improving its market influence and brand appeal.
3. Speeding up integrated development across systems, levels
and regions and striving to build new mainstream media and new
media groups. In the process of promoting integrated develop-
ment, radio and television institutions across the country actively
explore ways and methods to promote media development across
systems, levels and regions. Significant progress has been achieved
in the construction of new mainstream media and new media
groups.
47First, achieving integrated development through new media
products by way of joint development and operation of inte-
grative media products. For example, Hunan TV developed the
Mango TV, a new media platform, and integrated content produc-
tion, Internet TV, Internet video, IPTV and value-added services
related by means of capital operation and shareholding reform,
thus bringing into place a new media audio-visual integrated com-
munication service platform that takes audio-visual services as its
core, integrates the characteristics of networks and TV and gears
toward computers, mobile phones, tablet PC’s and TV sets, and
realizes “multiple screens in one.” BGCTV and some provincial
Internet companies jointly developed “Chinese TV Cinema” into
a cable network, effectively integrating related content and tech-
nological and market resources. By the end of 2015, this product
had been launched in 10 provinces and municipalities directly
under the central government, including Tianjin and Chongqing,
boasting a total of 12 million users. As regards mobile terminals,
through the “qingk APP” mobile product, ALLOOK actively co-
operated with media throughout the country. As of March 2016,
it had established business cooperation relations with over 150
mainstream media and developed local “qingk” products in 23
provinces (autonomous regions and municipalities directly under
the central government), accurately offering services to over 200
million users in total. Now, “qingk APP” is a nationwide compre-
hensive mobile Internet service product.
Second, speeding up the development of group companies
48 by means of capital operation. By means of capital operation, a
number of more powerful radio and television institutions are
now striding ahead toward new media groups. To reinforce the
advantages of capital operation, in June 2015 Shanghai Radio and
Television merged two listed companies under it, namely, BesTV
and Oriental Pearl. The newly merged Oriental Pearl Company
takes capital operation as a starting point to actively expand into
upper and lower reaches of radio and television as well as Inter-
net audio-visual production and other related industries, with the
aim of building a new media group. By the end of 2015, Oriental
Pearl had successfully acquired and invested in 10 projects at a
transaction value of almost RMB5 billion, further optimizing the
company’s business layout and consolidating the foundation of
group development.
49
Development of New Media
50 I. New Media Market Is Vigorously Develop-
ing, Gradually Becoming the Leading Force in
Media Development
1. The population of netizens in China has now surpassed 700
million. According to CNNIC data, as of June 2016, the popula-
tion of netizens in China exceeded for the first time 700 million to
reach 710 million. The population of mobile phone netizens was
656 million, accounting for 92.5 percent of the total netizens.
The number of Chinese netizens exceeds 700 million, of whom 656 million are mobile phone netizens.
As of June 2016, the population of netizens in China reached 710 million, representing an Internet penetration rate of 51.7 percent.
The population of mobile phone netizens was 656 million, accounting for 92.5 percent of the country’s total netizens.
Mobile Internet has been penetrating economic life in ac-
celerated pace, and its influence on the public’s way of life has
turned increasingly profound. As a basic Internet application, the
utilization rate of Internet among netizens has reached 81.6 per-
cent, with the total number of Internet news users reaching 579
million. At the same time, the degree of mobile socialization has
furthered deepened, and instant messaging utilization has reached
90.4 percent. The utilization of social applications, namely, We-
51Chat and QQ space, derived from instant messaging, has reached
78.7 percent and 67.4 percent, respectively. The social platform
has become a main channel for netizens to access information.
Internet News and instant messaging have become basic Internet applications for netizens.
The number of Internet news users has reached 579 million.
The penetration rate of Internet news has reached 81.6 percent.
The number of instant messaging users has reached 641 million.The penetration rate of instant messaging Internet applications
has reached 90.4 percent.
2. Eco-construction of the new media industry has been gradu-
ally approaching completion. The new media industry is gradually
improving and a panoramic ecological industry is gradually being
built. In the end of new media content, a diverse ecosystem has been
formed comprising traditional and new media, new media on gov-
ernment affairs, local media, enterprise new media, and “We Media,”
featuring mutual coordination and complementation between PGC
and UGC. In the end of new media channels, diversified emerg-
ing media portals are formed comprising new media platforms as
represented by microblog, WeChat and client app, browser apps, live
video, VR media platforms and others, enabling the netizens to get
access to a great variety of news and information through their smart
52 phones. Meanwhile, the industrial chain has been continuously ex-
tended, resulting in rapid rise of derivative services, such as advertis-
ing, data, public relations, thus achieving gradual improvement of the
derivative services in social marketing and channel promotion.
Data service
Ecological construction of new media industry is being gradually carried out.
New Media ContentPGC/UGC generated by specialization and user-oriented content production
New Media Channels“microblog, WeChat and
client app” media platforms
Other media-type mobile applications and informa-tion websites
New Media AudienceInformation transmis-sion carrier
Public relations/ public opinion service
Advertising/ marketing service
3. Under the new media context, guidance to public opinion
given by mainstream media has been further enhanced. Relying
on the advantages of new media in communication, mainstream
media has vigorously pressed forward in creating new media com-
munication forms and building a multi-level, three-dimensional
system of product innovation, resulting in rolling out a number
of phenomenal media products and continuously enhancing
guidance to public opinion under the new media context. In
July during the flood season in 2016, the “Morning Sun Studio,”
in view of the national fight against flood calamity, created the
sand painting by the title “Never Forget the Primary Mission and
Remain to Play the Role of a Mainstay,” to give representation
to moving scenes in the struggle. A commonplace work of art,
it was nevertheless quite a stir of the soul, promptly transmitted
53by some 1,000 websites and government-backed micromatrixes,
netting over 260 million hits within 24 hours. Then, it was aired
by about a dozen TV stations and viewed by some 100 million
audience. In February 2016, People’s Daily formally launched its
omnimedia “central kitchen” platform and realized integration
of the entire process of news gathering and production. During
the annual “two sessions” of the NPC and CPPCC, it launched
its brand-name HTML5 interactive product, by the title “Fu Ying
Invites You to Join the Group Chat,” which vividly reproduced
the interactive scenario wherein the news anchor answered jour-
nalists’ questions. It scored more than 3 million hits within 24
hours. Its microblog trending topic “Not even a bit of China can
be reduced” prompted by the farcical “South China Sea Arbitra-
tion” created a record 6.39 billion hits and a record individual hits
of more than 260 million. Relying on its advanced media tech-
nology, Xinhua News Agency planned and produced news and
information products geared toward all types of media terminals.
It produced the “Four Comprehensives Strategy” rap animation
on the omnimedia platform to explain the spiritual connotation
of the “Four Comprehensives Strategy” in a manner accessible to
both domestic and overseas Internet users, scoring over 100 mil-
lion video and reading hits. Its visual omnimedia product, “Red
Temperament,” in the form of a micro film was designed as a gift
to mark the 95th anniversary of the founding of the CPC. A total
of 200 million people watched this, and 34 domestic TV stations
rebroadcast it, turning it into a “phenomenal communication”
54 omnimedia product. With innovation in news communication
being carried out in further depth, the advantages of different
platforms online and offline overlap and complement, gradually
giving rise to new mainstream media matrixes boasting stronger
communicative force, public credibility and influence.
4. Steady development of new government affairs media. Ac-
cording to CNNIC data, as of June 2016 the number of online
government affairs service users had reached 176 million, ac-
counting for 24.8 percent of total amount of netizens. Among
them, those who accessed government affairs services through
WeChat public accounts reached 14.6 percent, making it the
mode of online government affairs service most frequently used
by the netizens. Next comes government websites, the access rate
to which for government services reached 12.4 percent. The uti-
lization rate of government microblogs reached 6.7 percent, that
of government mobile terminal applications and WeChat govern-
ment affairs handling were both 5.8 percent.
Utilization Rate of Users Accessing Online Government Affairs Service in the First Half of 2016
Source: CNNIC Statistical Survey on China Internet Development
Government WeChat Public
Accounts
Government Websites
Government Microblogs
Government Mobile Terminal
Applications
WeChat Govern-ment Affairs
Handling
55At the same time, the “government affairs microblog +
WeChat + application” framework has become more robust,
and the government affairs micro video application has been ex-
panded. As of June 2016, the number of Sina.com platform-ap-
proved government affairs microblog accounts reached 159,320
– 6,930 more than that at the end of 2015. Moreover, microblog
has become a major “mobile broadcast + government affairs”
platform, and mobile video broadcasts are becoming a new ve-
hicle for the government’s openness to and interaction with the
public. As of August 2016, the number of government affairs
headlines on Toutiao application had reached 13,531, and their
comprehensive hits had risen from 155 million in January 2016
to 521 million.
II. Legal Rules on and Oversight over New
Media Constantly Improved
1. Intensify remediation of false news and law-breaking
websites. In July 2016, the State Internet Information Office
issued the Notice on Further Strengthening Management and
Prevention of False News, and has gradually strengthened gov-
ernance and supervision of Internet information. At the same
time, the Office stepped up its efforts of remediation of false
news and law-breaking websites. In May 2016, in the wake of
the “Wei Zexi Incident,” the State Internet Information Office
joined the State Administration for Industry and Commerce,
56 National Health and Family Planning Commission and other de-
partments concerned to carry out investigations of Baidu Inc.,
and imposed a number of restrictions on the company. Offices
of leading groups for cyberspace affairs in Beijing, Shanghai,
Jiangsu, Hunan and other places interviewed Sina, Netease and
other websites on issuing and publishing false news, and im-
posed warnings, fines and other administrative penalties. In the
second quarter of 2016, leading groups for cyberspace affairs all
over the country investigated a total of 146 law-breaking web-
sites at all levels and in various locations, and issued 116 warn-
ings to 101 law-breaking websites, and cooperated with depart-
ments of industry and information technology in revoking the
licenses and registrations and closing down 1,475 law-breaking
websites. Steadily enhanced oversight has standardized Internet
communication.
2. The video broadcast industry calls for strict management
of the qualification of platforms. According to CNNIC, as of
June 30, 2016, the number of live-video Internet users in China
had reached 325 million, accounting for 45.8 percent of total
netizens. Now, there are around 200 online live broadcast plat-
forms. Daily active users of mass broadcasts, show videos and
games broadcasts alone reached over 24 million. However, there
are many problems in this industry, including inconsistencies as
regards broadcast platform qualifications and content. Content
is a gray area, and Internet anchors need to exercise greater self-
discipline. In September 2016, SAPPRFT issued the Notice
57on Strengthening the Program Management of Audio-Visual
Broadcast Services, and ordered Internet audio-visual programs
to provide broadcast services according to the law and current
regulations. At the same time, it laid down specific requirements
for broadcast content and anchors, guests and other factors. As
regards content, it is necessary for the broadcast providers to pay
due attention to good taste and forswear vulgar content, exces-
sive entertainment, and overt materialism and emphasis on luxury
goods. Constant oversight will ensure the healthy development of
the video broadcast industry.
3. Continuous intensification is seen in policies, legal regu-
lations and supervision in relation to copyright protection. In
April 2016, the General Office of the State Council issued the
Notice on the Work of National Crackdown on Intellectual
Property Rights Infringement and Production and Sales of Fake
and Inferior Commodities in 2016 and proposed strengthening
special governance in key areas and investigating and punishing
infringements of intellectual property rights at policy level. In
June the same year, the National Copyright Administration, the
State Internet Information Office, the Ministry of Industry and
Information Technology, and the Ministry of Public Security
jointly launched the “Sword Internet Campaign 2016,” clamping
down on piracy and patent infringement, illegal transmission of
Internet literature, news, films, TV plays and other works, safe-
guarding the legitimate interests of rights holders, and further
standardizing the copyright order of online music, cloud storage
58 space, and forwarding of news items, so as to create a suitable
development space for the eco-development of Internet copy-
right.
4. Consistent purification is observed in the environment of
online advertising information search service. On June 25 and
28, 2016, the State Internet Information Office successively is-
sued the Provisions on Administration of Internet Information
Search Services and the Provisions on Administration of Mobile
Internet Applications Information Service, respectively regular-
izing Internet information search services and mobile Internet
application information services from such aspects as legislative
reasons and basis, objects and properties of the administra-
tion, regulatory bodies, statutory obligations, protection of user
rights, etc. In August, the State Administration for Industry and
Commerce issued the Interim Measures for the Administration
of Internet Advertisements, which was put into effect on Sep-
tember 1, 2016. The Interim Measures laid out the responsibili-
ties and obligations of Internet platforms, advertisers, regulators
and other parties. At the same time, they introduced Internet
paid searches to the scope of advertising, stipulating that the re-
sults of paid searches should be clearly distinguished from those
of natural searches. These improvements in regulations laid a
solid foundation for rule of law and regulated the online adver-
tising activities, Internet users’ right to know is protected, and
healthy and orderly development of Internet information search
industry is promoted.
59III. Development of New Media Giving Citi-
zens More Internet Information Freedom
1. The development of new media provides Chinese neti-
zens with more channels to express their opinions. Rapid devel-
opment of new media has promoted the formation of new plat-
forms of speech and channels of communication. The Internet
has provided more channels for the public to express their
appeals and the netizens participate increasingly more in the dis-
cussion of public affairs through BBS, media client applications,
microblog and WeChat, online communities, online broadcasts
and other new media channels. Meanwhile, expression of opin-
ion by netizens has become more rational. In 2016, www.gov.
cn cooperated with 11 Internet media, including people.com.
cn, Xinhuanet, China Daily.com.cn and Toutiao, in the program
“I Have Something to Say to the Premier” to solicit opinions
from netizens. By March 1, a total of 61,905 suggestions were
collected from the netizens, of which 598 were selected and
edited into three issues of the report “I Have a Word to Say
to Premier: Selected Suggestions from Netizens.” Most of the
netizens left rational messages and suggestions, not just setting
down proposals, but also backing them up with detailed argu-
ments on the basis of background checks, feasibility analyses,
and implementation procedures.
2. New media play a more important role in building so-
cial consensus. With the significant enhancement of the role
60 of mainstream media in guiding public opinion under the new
media context, the “mainstream public opinion environment”
unique to news media seems to get along swimmingly with the
“oral public opinion environment” among the public on many
topics; the public opinion consensus between the government
and netizens appears to keep improving. State media, represent-
ed by Xinhuanet, people.cn, and Gmw.cn, played a major role
in publicizing the G20 Summit held in Hangzhou in September
2016, and sohu.com, Netease, sina and other key business por-
tals also actively participated. From September 3 to 5, Internet
media participating in the report exceeded 1,400, producing
8,826 original reports, or 59,000 Internet reports in total and
more than 30 microblog topics in relation to the Summit, with
the readership of the top 30 topics adding up to 2.47 billion.
Of them, the “48-Hour Uninterrupted Summit Live Broadcast,
Forwarding and Attention!” by “CCTV News” on September
3 was forwarded more than 240,000 times in two days, and the
“likes” exceeded 480,000.
Internet has become an important source of emerging
hot events and topics, and plays a growingly important role in
reflecting hot topics in relation to people’s livelihood. In the
field of medicine, such reports as the illegal trading in vac-
cines in Jinan, the stabbing of a physician in Guangdong, and
the false reports on “loss of kidney after surgery” among oth-
ers in 2016 triggered discussions among netizens on medical
supervision, the doctor-patient relationship, medical reforms
61and other problems. The Wei Zexi Incident brought to light
paid listings of the Internet search platforms, the ridiculous
contracting of hospital departments by Putian funds and loop-
holes in medical supervision and regulation, etc. In response,
the State Internet Information Office ordered the Internet
search platforms to redress these anomalies and issued the
Provisions on Management of Internet Information Search
Services, so winning the full support of public opinion from
netizens. In the education field, the “unhealthy running track”
problem on school campuses in Xinjiang, Inner Mongolia,
Beijing, Jiangsu and other places triggered responses on many
online public opinion websites and further promoted in-depth
mainstream media reporting.
3. Cyberspace management is further standardized. The
Chinese government governs new media according to law,
combats Internet rumors, purifies Internet environment, and
is gradually building a good Internet order. By strengthening
governance of the Internet platform, especially portal web-
sites, WeChat, microblog and other “We Media” platforms, the
Chinese government has been making unremitting efforts to
create a clean Internet communication environment wherein
the public can access and exchange information. While
strengthening Internet governance, the Chinese government
guarantees netizens’ right to know, makes public the informa-
tion that netizens seek, and timely responds to real problems
on the Internet, while doing its utmost in maintaining the
62 vitality of Internet public opinions and respecting the expres-
sion of public opinion on the Internet, so as to building an
Internet communication channel formed through continuous
public discussion and communication.
Rights Protection and Professional Ethics Construction
64 As of the end of 2016, there were in China a total of
223,925 journalists being issued with press cards, of whom
84,130 worked on newspapers, 6,007 on periodicals, 2,801
for news agencies, 129,829 on radio and TV stations and
news and film studios, and 1,158 on news websites.
Among these journalists, 117,443 were men, ac-
counting for 52.45 percent, and 106,482 were women,
accounting for 47.55 percent. With regard to educational
background, 41,899 had vocational college diplomas, ac-
counting for 18.71 percent; 160,806 had bachelor degrees,
accounting for 71.81 percent; 19,867 had master’s degrees,
accounting for 8.87 percent; 786 had doctoral degrees,
accounting for 0.35 percent; and 567 had other degrees,
accounting for 0.25 percent. As to age, 21,767 were under
30, accounting for 9.72 percent; 87,158 were between 30
and 40, accounting for 38.92 percent; 76,592 were between
40 and 50, accounting for 34.20 percent; and 38,408 were
above 50, accounting for 17.15 percent.
I. Rights Protection
The All-China Journalists Association, as a national
mass organization of the press, attaches great importance
to the protection of journalists’ rights, and takes various
measures to protect their legitimate rights and interests.
1. Handling rights protection complaints. The All-China
65Journalists Association has established a complaints registra-
tion system operated by specially-assigned staff. It also has a
public complaints hotline and email address so as to receive
rights protection complaints from journalists throughout
the country, and has set up an emergency response mecha-
nism to deal with urgent cases of infringements on journal-
ists’ legitimate rights. The Association coordinates with oth-
er parties directly on major incidents, and entrusts local and
professional journalist associations with minor ones. Rights
protection work generally consists of investigating, express-
ing solidarity and empathy, demanding compensation and
apologies, and urging justice. In cases where journalists have
been unjustly, falsely and erroneously accused, it actively
coordinates with judicial organs and news units to provide
legal support. In 2016, three journalists from the Lanzhou
Morning Post and two other media stationed in Wuwei City
were arrested; a journalist from the Harbin Broadcasting &
TV Station was assaulted while gathering news; a journalist
working on Shaanxi Province’s West China Development maga-
zine suffered illegal restriction of his personal freedom; and
a Shandong Radio and TV Station journalist was assaulted
during an interview. In such incidents, the All-China Jour-
nalists Association swiftly responded, intervened in good
time, paid close attention to the handling of these incidents,
and guided the news media units involved to deal with these
matters according to law and relevant regulations, promptly
66 respond to public concern, and finally expedite the appro-
priate handling of these incidents. In 2015, the Association
received more than 80 calls, letters, and visits relating to
rights protection, of which 85 percent were revolved. In
2016, it received more than 20 rights protection calls, letters,
visits, and resolved 95 percent of them.
2. Assistance is extended to needy journalists. In ac-
cordance with the Measures for the Implementation of
Assistance to Chinese Journalists issued by the All-China
Journalists Association in January 2014, 16 journalists who
had suffered injury during news interviews and reportage
in 2015 received RMB360,000 in assistance funding; and
in 2016, a total of 15 journalists from three state media
units and 10 local media units who suffered injury or died
during news interviews and reportage received assistance.
Among them, two died, four were seriously injured and
nine were slightly injured. A total of RMB890,000 in assis-
tance funds was given to them, and related organizations
visited and comforted the journalists and their families.
3. Outstanding press workers are commended. In ac-
cordance with the Measures on Awarding Honorary Titles
to National Outstanding Press Workers issued in July 2013
by the All-China Journalists Association, the Association
awarded the honorary title of “National Outstanding
Journalist” to Tang Ji from Xinhua News Agency, Jiang
Ya and Song Hao’en from the Chongqing Broadcasting
67Group, and Gao Sijie from Fuyang Broadcasting and TV
Station, Anhui Province. It also held Meritorious Deeds
forums, presentations and seminars, and publicized in
2015 and 2016 the professionalism of outstanding jour-
nalists through mainstream media, the All-China Journal-
ists Association’s official website, microblog, and WeChat
accounts and other new media.
4. Healthy development of national news associations is
promoted. In 2015 and 2016, the All-China Journalists As-
sociation strengthened guidance and service to the national
media associations under it, called them together for work
conferences and all sorts of working forums, and solicited
advice and suggestions from members of these organiza-
tions on strengthening and improving the work of All-
China Journalists Association. Meanwhile, it organized and
held seminars and training courses on rights protection,
self-discipline, advocacy, interviews and other activities, and
gave guidance on carrying out annual surveys of changes in
leadership upon expiration of their terms of office.
II. Professional Ethics Construction
In light of such prominent problems as false news
and misrepresentation, blackmailing by means of reports
in the media industry, the circles of Chinese media have
taken various steps to regularize its management, achiev-
68 ing positive progress in the construction of professional
ethics.
1. The Journalistic Ethics Committee focuses attention
on establishing necessary rules and regulations.
First, in line with suggestions and practical work of
member units of the Journalistic Ethics Committee, the
Office of the Journalistic Ethics Committee of the All-
China Journalists Association has revised and improved
the Constitution of the Journalistic Ethics Committee of
All-China Journalists Association (Trial) and released it on
March 11, 2016 to the public through the websites, mi-
croblog and WeChat accounts, and newspapers under the
All-China Journalists Association to enhance understand-
ing of both the press circles and general public about the
work of the Journalistic Ethics Committee.
Second, in order to better regularize and strengthen
the operability of the work of the Journalistic Ethics
Committee, the Detailed Rules of the Work of the Jour-
nalistic Ethics Committee of the All-China Journalists
Association has been researched and formulated on the
basis of pilot programs carried out by selected provincial,
regional and municipal media ethnics committees, with the
aim of further improving the institution and mechanism
of the work of the ethics committees.
Third, three appraisal meetings were organized and
held. On March 28, 2016, the first appraisal meeting since
69the founding of the Journalistic Ethics Committee was
held to evaluate the 2015 annual reports in relation to their
social responsibility submitted by the five state media and
news sites: Economic Daily, CCTV, China Youth Daily, Peo-
ple.com.cn and Xinhuanet. On September 27, a second
special appraisal meeting was held on cultured language to
be used on the Internet. Over 20 members of the Jour-
nalistic Ethics Committee and expert scholars concerned
took part in and made special appraisal of uncultured
terminology appeared on the Internet and media, eventu-
ally screening out 17 vocabularies and phrases that were
considered uncultured and requesting the media and web-
sites not to use them. On December 28, a special appraisal
meeting was held to discuss how to avoid sensationalized
headlines. Participants held that news media at all levels
should implement internal editing standards, strengthen
audits and checks, assign ultimate responsibility for the
final approval of manuscripts issued, emphasize taste and
style, consciously fulfill social responsibility, and insist on
correct political orientation.
Fourth, opinions are aired actively on some outstand-
ing issues related to purifying the Internet environment. In
light of the growing trend of using vulgar words on the
Internet, the Office of the Journalistic Ethics Committee
specially commissioned a number of experts in May to
write articles analyzing the causes and harmful effects of
70 such vulgar language and measures to rectify the problem.
Some of these articles were published in People’s Daily and
Guangming Daily, playing certain positive role in resisting
vulgar online language. On June 14, 2016, at the ceremony
to initiate the National Food Safety Publicity Week, which
was jointly sponsored by the State Council Food Safety
Office and 16 other departments, the head of the Journal-
istic Ethics Committee called on national press workers to
“remember their social responsibility and do well in publi-
cizing food safety.”
Fifth, active efforts are made in all the provinces, au-
tonomous regions and municipalities directly under the
central government for this work. The Shanghai Journal-
istic Ethics Committee, to promote construction of press
ethics in the new situation of media integration, employs
and commissions press ethics supervisors to enforce regu-
lar oversight over the news media and their employees.
The press ethics committees of Jiangsu, Anhui, Fujian
and other provinces also held meetings evaluating typical
cases in this regard. On June 28, 2016, the journalists as-
sociations of six provinces and one municipality in East-
ern China, namely, Shanghai, Jiangsu, Zhejiang, Anhui,
Fujian, Jiangxi and Shandong, held a meeting to exchange
views and experience in the work themed “How Should
the Journalistic Ethics Committees Operate?” Leaders
concerned from the Journalistic Ethics Committee of All-
71China Journalists Association attended the meeting and
made a speech.
2. Pilots in the reporting system on media social re-
sponsibility prioritize on innovation, development and
improvement. On the basis of pilot programs carried out
in media social responsibility reporting system in 2014
and 2015, more pilots were conducted in 2016. The Of-
fice of the Journalistic Ethics Committee of the All-China
Journalists Association guided the regions and units that
were selected for pilots in writing the required reports and
making appraisals of the pilot programs. The work of the
third batch of pilots on media social responsibility report-
ing system has four characteristics:
First, an expanded scope. Ten more news media have
published reports on their social responsibility perfor-
mance, increasing the number of media conducting the
pilots to 38, which included six state and industry media,
and 32 local media in 28 provinces, autonomous regions
and municipalities directly under the central government.
Second, the report content is better standardized. On
May 26, 2016, the third batch of media carrying out the
pilot programs issued their social responsibility reports to
the general public. A total of 38 news media thoroughly
combed and analyzed their performance of social respon-
sibility before publishing detailed reports in ten aspects,
including offering correct guidance, providing services
72 and humanistic care, fulfilling their obligations in cultural
development, abiding by professional norms, conducting
legitimate operations, publishing and broadcasting security,
protecting press media employees’ rights and interests, in
addition to shortcomings, measures for improvement and
future goals.
Third, the mechanism is improving. A mechanism of
comprehensive appraisal was applied for pilot programs
in implementing the media social responsibility reporting
system. The appraisal of reports submitted by state media
is put under the responsibility of the Journalistic Ethics
Committee of the All-China Journalists Association, while
those by local media chosen for pilots under the provincial
journalistic ethics committees. To ensure objectivity and
impartiality of the appraisal, the Office of the Journalistic
Ethics Committee of the All-China Journalists Association
worked out the Program for Third-Batch Pilot Schemes in
Media Social Responsibility Reporting System to regularize
the text and improve and innovate the presentation of the
reports, while formulating the Provisions on Appraisal,
Rewards and Punishments in Relation to Media Social Re-
sponsibility Reports in 2015.
Fourth, the results of the pilot programs have been
effectively applied. The Journalistic Ethics Committee of
the All-China Journalists Association has collected the
social responsibility reports published by pilot media and
73compiled them into the Media Social Responsibility Report
2014 and Media Social Responsibility Report 2015 in addition
to editing and publishing the 2015 illustrated social re-
sponsibility reports of the Economic Daily, CCTV, China
Youth Daily, People’s Daily, Xinhuanet, Jiangxi Daily,
Tianjin Daily, Jilin Daily, Shaanxi Daily, and Chongqing
Daily through the WeChat public account of the All-
China Journalists Association, reaping favorable responses.
At the end of 2016, the work related to the annual media
social responsibility reporting system was launched.
3. Greater store is laid by improving the mechanism
and solving practical problems in the work of handling
public complaints. Focusing on the salient problems in
the news media, earnest efforts have been made continu-
ously to do better in verifying reported problems and to
coordinate various departments concerned, such as press
management departments, sponsoring departments and
the news media, to develop a mechanism of comprehen-
sive management featuring rule of law, administrative
governance, industry self-discipline and social supervision.
In 2016, the All-China Journalists Association received
306 complaints in total and verified 18 of them. The As-
sociation sent letters to the related press management
departments, sponsoring departments and news media,
requiring them to carefully check such problems as serious
misrepresentation, paid news and ambiguous titles of 10-
74 plus media, while circulating a notice of criticism regard-
ing a number of serious cases of misbehavior that violated
press professional ethics. These help maintain the good
image of the press workers and enhance the authority and
credibility of the news media.
International Exchanges and Cooperation
76 I. Close Bilateral Media Exchanges
The SAPPRFT has excelled in leading the work of the
“Sino-Russian Media Exchanges Year” Secretariat, having
organized and carried out various activities and helped the
relevant member units of the Chinese Organizing Com-
mittee to successfully launch the “Sino-Russian Border
Joint Interview,” “The Silk Road Sino-Russian Joint In-
terview,” the “Competition of the Most Influential Sino-
Russian Literary Works,” the “Sino-Russian Internet Media
Forum,” the “Sino-Russian Journalism Education College
Alliance,” the “Sino-Russian Children’s Media Camp” and
other key projects.
Leaders of the People’s Daily were invited to visit Ar-
gentina, Brazil, Australia, New Zealand, the US, Mexico,
Belgium, Switzerland, France and other countries. They
signed relevant agreements and cooperation memoran-
dums with local major media, and carried out multi-level
exchanges and cooperation. They attended the “Sino-
Russian Media Forum” in Russia, strengthening exchanges
and cooperation with ITAR-TASS, Rossiya Segodnya, Ros-
siyskaya Gazeta and other mainstream media. They received
heads of various internationally renowned media and held
discussions with them over quite a number of topics, such
as deepening cooperation and sharing experience of inte-
grated media development. In June 2016, People’s Daily
77and ITAR-TASS jointly held the “Sino-Russian Border
Port City Tour – 2016 Sino-Russian Mainstream Media
Joint Interview Activity.” President Xi Jinping and Russian
President Vladimir Putin attended the opening ceremony
and the joint exhibition of interview pictures.
In January 2016, as witnessed by President Xi Jinping
and Egyptian President Sisi, Xinhua News Agency signed
the Memorandum of Understanding on Cooperation in
Journalism with the Egyptian News Administration. This
marked the first time in history that Xinhua News Agency
signs a cooperation agreement, witnessed by respective
heads of state, with foreign media outside China. In June
2016, in the presence of Chinese President Xi Jinping and
Russian President Vladimir Putin, Cai Mingzhao, head of
Xinhua News Agency, co-signed with the head of Russia’s
TASS News Agency an agreement on news cooperation
between the two parties. Also in 2016, Xinhua signed co-
operation agreements with many other media and similar
institutions, such as Qatar’s Al Jazeera Media Network,
Greece’s Athens News Agency, Italy’s Agenzia Nazionale
Stampa Associata, Chile’s La Tercera, Cuba’s Latin Ameri-
can News Agency and Australia’s University of Technol-
ogy Sydney.
Since 2016, CCTV has hosted a total of 46 groups of
foreign senior government leaders and world main media
high level missions, including the prime minister of New
78 Zealand, vice minister of Telecom and Mass Communica-
tions of the Russian Federation, senior vice president of
the Associated Press, and chairman of the British Silver-
gate Media Company. In 2016, more than 10 cooperation
agreements were signed with foreign TV stations, includ-
ing the Memorandum of Understanding and Coopera-
tion Between CCTV and C1R, witnessed by President Xi
Jinping and President Vladimir Putin; the Cooperation
Agreement Between CCTV and Peru TV, witnessed by
President Xi Jinping and President Kuczynski; the Memo-
randum of Understanding Between CCTV and ERT,
witnessed by Premier Li Keqiang and Prime Minister
Tsipras; and the See How the Silk Road Changes the World Co-
production Memorandum of Understanding, the Animal
Friends II Co-production Memorandum of Understanding,
and the Panda and Kiwi Bird animated series Co-production
Memorandum of Understanding signed with NHNZ and
witnessed by New Zealand Prime Minister John Key.
In 2016, the All-China Journalists Association received
visits to China and interviews by 301 media people in 38
news delegations from 31 countries, including the US, the
UK, and Russia, and organized the visits of 121 media
people in 21 Chinese news delegations to 30 countries, in-
cluding the US and Japan. As part of the “Belt and Road”
Initiative, the All-China Journalists Association organized
and sent Chinese media delegations on visits to Ukraine,
79Poland, Emirates, Egypt, Jordan and other countries. It
organized the 15th joint interview activity – “Trip to Hei-
longjiang by Journalists from Both Sides of the Taiwan
Straits,” and invited a total of 36 journalists from 27 main-
stream media from both sides of the Taiwan Straits and
Hong Kong to carry out interviews in Heilongjiang to gain
insight into construction of the “Silk Road in Heilongjiang.”
Centering on the strategy of integrated media development,
the All-China Journalists Association organized and sent
Chinese media delegations to the US, where they conducted
interviews at 10 media institutions to learn their approaches
and experiences of integrated media development, and
organized visits to Austria and Germany to learn their anti-
piracy efforts in the field of journalism. The Association
invited Jeffrey Cole, Professor of the USC Annenberg
School for Communication and Journalism and Director
of the Digital Future Center of Southern California, to
visit China, and Perry Biemann, a US senior environmental
journalist, to come to China and hold a forum with Chinese
journalists on “how to use multimedia for environmental
reporting.” Journalists who had won the Australian Walkley
Awards were invited to attend forums in China, discussing
with teachers and students at journalism colleges as well as
media workers on how to excel under the new media envi-
ronment in Beijing, Shanghai, Guangzhou and other cities.
With regard to journalistic ethics, the All-China Journalists
80 Association invited the directors of the British Ethical Jour-
nalism Network and other organizations to visit China and
exchange experience with heads of the related provincial
and municipal journalistic ethics committees, journalists and
college teachers and students, and to hold the Sino-British
Forum on Journalistic Ethics, in order to carry out in-depth
exchanges on the journalistic ethics supervision mechanism
and other issues of common interest in the media circle.
II. Build a Media Exchange Platform
The SAPPRFT held the 3rd Forum on China-Africa
Media Cooperation in Beijing, attended by 44 ministers of
African countries and 320 representatives from the Afri-
can Union Commission, the Union of National Radio &
Television Organizations of Africa, and various Sino-Af-
rican radio, film, and television media organizations. The
participants carried out in-depth discussions on “Sino-
Africa radio, film and television policy exchange,” “media
cooperation and capability building,” and “radio and tele-
vision digitalization and new media development,” signed
15 outcome documents, and published the Joint Statement
at the Forum on China-Africa Media Cooperation. The
SAPPRFT sponsored the China-ASEAN Roundtable on
Radio, Film & TV Cooperation in Nanning and invited
over 30 media personages from eight ASEAN countries
81to discuss such issues as strengthening policy communi-
cation and reportage cooperation, facilitating industrial
cooperation and interconnection, and jointly issued the
China-ASEAN Action Proposal on Radio, Film & TV Co-
operation. Five outcome documents were signed. It also
attended the 2016 AIBD Asian Media Summit, and the
AIBD Strategy and Planning Team Meeting, and joined
the ABU 101st Council.
People’s Daily successively sponsored the “Belt and
Road” Media Cooperation Forum in 2015 and 2016, the
latter being attended by representatives from 212 media
organizations of 101 countries. The “Belt and Road”
Media Cooperation Forum has become an important
platform for Chinese and foreign media to hold talks and
conduct exchanges in addition to carrying out pragmatic
cooperation. People’s Daily also held the second “China-
Japan-South Korea Famous Journalists Dialogue” and
initiated candid dialogues on “Belt and Road” media
exchanges and cooperation under the China, Japan and
South Korea framework.
Within the framework of World Media Summit
mechanism led by Xinhua News Agency, the 3rd World
Media Summit was successfully held in Qatar in March
2016, attended by leaders from around 350 media agencies
in nearly 100 countries, enhancing Xinhua News Agency’s
credibility in the international media circle. In 2016, Xin-
82 hua News Agency also assisted the State Council Informa-
tion Office to host the Sino-Latin American Media Lead-
ers’ Summit, and the 11th Meeting of the Northeast Asia
Trilateral Forum.
In 2016, the All-China Journalists Association sent
representatives to attend the “Journalist Forum for
World Peace in 2016,” held in South Korea, with the
theme “Denuclearization of the Korean Peninsula and
the Role of Media in World Peace.” More than 80 media
personages from over 50 countries participated. Rep-
resentatives of the Association also attended the 2016
International Media Conference, held in India, themed
“South East, Look East,” in which about 350 people
participated, and the 5th Trilateral Seminar of Journalists
of China, Japan, and South Korea, held in Japan, themed
“Tasks and Trends the Three Countries Face from the
Media Perspective – History, Economy and Security,” in
which over 40 media personages from Japan and South
Korea participated.
III. Strengthen the Cooperation with
Overseas Chinese Media
The People’s Daily hosted the First Overseas Chinese
New Media Summit, where around 400 overseas Chinese
new media representatives from over 40 countries and
83regions and well-known domestic media leaders and ex-
perts jointly drew up the blueprint for the development of
global overseas Chinese new media.
The All-China Journalists Association has been ac-
tive in participating in or organizing activities of overseas
Chinese media. It has successively sent representatives to
the 12th European Chinese Media Forum held in London,
and the 49th Annual Conference of the Chinese Language
Press Institute held in Guangzhou, and explored platforms
and mechanisms for cooperation between overseas Chi-
nese media and domestic media. It also organized special
reporting tours of overseas Chinese media, and received
the European Association of Chinese Language Media
mission to Beijing and Hunan, under the theme “Fully
Promoting the Construction of Innovative Hunan During
the 13th Five-Year Plan.”
IV. Actively Develop International Inter-
net Exchanges and Cooperation
China successfully held the 2nd World Internet Con-
ference, which were attended by more than 2,000 guests
from over 120 countries and regions throughout the
world. Chinese President Xi Jinping attended the open-
ing ceremony and delivered an important speech. China
also successfully held the 8th China-US Internet Forum
84 and the 6th China-UK Internet Roundtable, and actively
participated in the Global Internet Governance Alliance,
urging to incorporate President Xi Jinping’s Internet gov-
ernance proposals in the Alliance’s rules. China actively
participated in the Internet Corporation for Assigned
Names and Numbers (ICANN) Internationalization Semi-
nar, and promoted the ICANN internationalization pro-
cess through various channels and means.
Case Study
86 Case 1:
The People’s Daily Strives to Build an Integrat-
ed Matrix of Various Media Forms
The People’s Daily takes it an important strategic task to
promote integrated development of traditional and emerging me-
dia and develop new mainstream media and new media groups,
focusing on exploring ways to promote integrated development
in such aspects as content, channels, management and opera-
tion, and striving for upgrading from local practice to top-level
design, from breakthroughs at certain points to advancement as a
whole, and from innovation in report to innovation in institution.
People’s Daily has so far developed a full-coverage “people’s me-
dia matrix” comprising traditional print media, desktop Internet,
mobile Internet, social media and electronic outdoor screens. It
is marching toward the goal of overall transformation, in-depth
integration and integrated development.
I. Major Projects Playing the Leading Role and Basic
Framework Being Consolidated
According to its overall plan for integrated development,
People’s Daily focuses attention on doing a good job in the three
projects: People’s Daily client terminal; People’s Daily omnimedia
news platform; and People’s Daily data center, aiming at forming
a basic framework correlating to the three levels of the Internet,
namely, cloud, management, and terminals. Among them, “micro-
blog, WeChat, and client app” as presented by the People’s Daily
87in its digital news services, and people.cn focus on developing
products and access geared toward the users; the construction of
the omnimedia news platform, i.e., the “central kitchen,” focuses
on forming an adaptive news production process and integration
command system; the data center focuses on providing cloud
computing ability and underlying support for integrated develop-
ment.
The People’s Daily client terminal app is mainly geared toward
mainstream mobile Internet news portals, authoritative views
engine, and aggregated information platform, and has launched
new version 3.5 products, and the people.cn and people.com.cn
mobile phone app.
The People’s Daily omnimedia news platform (“central kitch-
en”) is an important carrier for resource connectivity and busi-
ness transformation and upgrading, and provides comprehensive
technical support and carrier services for integrated development.
By the end of September 2016, the “central kitchen” had com-
pleted 18 test-runs, reporting such important events as the NPC
and CPPCC sessions, the Bo’ao Forum for Asia, the 70th Anni-
versary of the Victory of the Chinese People’s War of Resistance
against Japanese Aggression, President Xi’s Visit to the US and
attendance of the Commemoration of the 70th Anniversary of
the Founding of the United Nations, the “Meeting between Xi
Jinping and Ma Ying-jeou,” and the G20 Hangzhou Summit.
The People’s Daily data center project is based on the con-
vergence of information resources at its own possession and
88 from various other channels, involves developing a big DM (data
mining) platform, promotes the consolidation of the industry big
data, social big data and government big data, provides vertical in-
formation services and, by providing high value-added data prod-
ucts, achieves the project’s self renewal, self appreciation as well
as efficient storage, unified computing, consolidation and mining,
and aggregate application.
II. Technology-driven, Innovative Products
People’s Daily has closely followed various new media tech-
nologies, and innovated new ways of presentation and diversified
its modes of communication. Now, the People’s Daily client ter-
minal app has a strong mobile video broadcast ability; its “central
kitchen” has set up a data and visualization lab, and continues to
exert itself in big data news and news visualization. The people.
com.cn has formed its own UAV report team. Relying on a new
pattern of mobile communication, People’s Daily is exploring
new forms of convergence reporting, and trying out new ways
of reporting and news processing, such as H5, interactive news,
dynamic pictures, audio and video broadcasts, UAV news acquisi-
tion, and VR news, to adapt to the users’ changing reading and
listening scenarios and the new trends of personalized mobile and
video communication. It has produced a number of innovative
products with high consumer appeal.
For example, on the “September 3rd Anniversary” of 2015,
i.e., the anniversary of the victory of the Chinese People’s War of
Resistance against Japanese Aggression, People’s Daily “central
89kitchen” used VR technology for its live, panoramic broadcast
of the grand parade. On September 22, 2015, the People’s Daily
client terminal app made its first synchronous live broadcast of
President Xi Jinping’s visit to the US, thus turning out to be first
media in China initiating domestic mobile live broadcasts. On
February 19, 2016, the People’s Daily client terminal app made an
audio recording of CPC General Secretary Xi Jinping’s inspec-
tion tour of People’s Daily, and introduced “General Secretary’s
Greetings at the Lantern Festival” to its convergence media prod-
ucts, scoring more than 250 million hits throughout the entire
Internet. In July 2016, after the announcement of the “South
China Sea arbitration,” People’s Daily new media published the
report titled “Not even a bit of China can be reduced” and cre-
ated a record with a single microblog netting 260 million hits and
being forwarded more than 3 million times. People’s Daily new
media made a full coverage of the 2016 Hangzhou G20 Summit
and President Xi Jinping’s important speeches and activities using
vivid and vibrant broadcasting and production modes. Among
them, “President Xi Jinping’s G20 WeChat Group” on the H5
page included the entire lineup of leaders present, President Xi’s
speech voicing his expectations of political leaders from various
countries, and added the functions of “invitation” and “interac-
tion,” so enhancing the sense of participation and interaction; and
the new convergence media product “President Xi’s First Original
Sound VR Flies You to the G20” combined 3D audio and origi-
nal sound for a striking broadcast of President Xi’s speech.
90 III. Rebuilding User Connectivity and Amplifying Com-
munication Effectiveness
People’s Daily upholds the idea that the user comes first in
rebuilding user connectivity in the Internet era to win, develop
and assemble users by means of high-quality news and distinctive
services. It prioritizes on building a mobile communication sys-
tem featuring wide coverage and high-efficiency, setting up social
as well as its own platforms, and, on the basis of producing high-
quality news, actively promoting the distribution and forwarding
of information to achieve the objective of sharing news and
opinions and eventually enhancing the scale and cohesiveness of
users. People’s Daily has already developed a mobile communica-
tion matrix comprising “microblog, WeChat and client app,” with
the People’s Daily client terminal app as the core. By the end of
2016, People’s Daily possessed a total of 29 affiliated newspapers
and periodicals, 31 websites, 111 official microblog accounts, 110
WeChat public accounts, and 20 mobile phone apps, encompass-
ing 10 carriers, including 320 terminal carriers, such as newspa-
pers, periodicals, websites, TV, broadcasts, electronic outdoor
screens, mobile phones, microblogging sites, WeChat and client
app, forming “the People’s Daily media matrix” in the form of
omnimedia, and covering a total 350 million users. Among them,
the volume of independent download by users of the client ter-
minal apps reached 154 million, the number of fans of People’s
Daily microblogs on the three platforms of people.com.cn, sina.
com and QQ.com exceeded 89 million, WeChat public account
91subscriptions exceeded 8.4 million, and the number of overseas
social platform account fans and follower subscriptions reached
33.7 million.
Eyeing at servicing the people’s lives, People’s Daily has in re-
cent years made great efforts to help improve government servic-
es by means of promoting government agencies to do things for
the people online, using distinctive services to realize the connec-
tivity of mainstream media with information, services, resources
and users, and raise the value of population and platforms. Since
the people.com.cn “local leaders’ message board” was launched
10 years ago, Internet users have left in total 930,000 messages,
60 percent of which have received replies. People’s Daily client
terminal has successively launched the “proper governance coun-
seling” platform, political affairs publishing platform, and public
welfare service platform, and set up the “local leaders’ message
board” and “proper governance counseling” section of the
people.com.cn. Around 2,000 Party and government offices have
accessed the People’s Daily political affairs client terminal app
publishing office, so enabling local Party and government offices
to resolve 250,000 appeals from people of various walks of life,
and effectively settled their practical difficulties. Users hence refer
to it as “the client terminal that works for the people.”
92 Case 2:
Xinhua News Agency: Focusing on Developing
a New Mode of Integrated Development Charac-
teristic of a News Agency
The focus of Xinhua News Agency in its quest to become a
“new-type world-class international news agency” is on develop-
ing a mode of integrated development that is characteristic of a
news agency, and on forming a new communication pattern that
highlights the power of characters of mainstream media and is
answerable to the law and features of new media. Since 2016, the
Xinhua News Agency has vigorously promoted and actively ex-
plored the sharing and integration of information, technological
application, platform terminals, and talents in Internet thinking,
thus making new strides forward in integrated development and
effectively enlarging the coverage and enhancing the influence of
news report.
First, focusing on primary business of the news agency,
actively pressing forward with adjustment of the lines of feeds,
and raise the coverage of news and information products
The feed lines are the basic carrier of a news agency by which
the news agency better performs its functions. In order to per-
form its functions as a news agency in the new era, Xinhua News
Agency has, on the basis of in-depth investigation and research,
worked out a program of reform of feed lines, striving to effect
“three changes” in news products and feed services, namely, the
93change from satisfying the needs of traditional media to meeting
the needs of all media; the change from singular and one-way
provision of articles to a mode of interactive publishing; and the
change from mere provision of articles to provision of compre-
hensive services, so as to realize effective extension of the core
functions of the state news agency in the field of new media. Be-
sides, reforms were launched in the first half of 2016, first carry-
ing out a pilot program in the special new media line to integrate
and optimize the agency’s lines of feed, and focus on building
an Internet-based full-media syndication library and a modern
feed system to serve various media and meet diverse needs. The
upgraded new media line, launched on July 1, 2016, edits and
produces in Internet format omnimedia finished manuscripts that
directly reach the user, front-end and back-end, winning overall ap-
plause from the users. The amount of manuscripts processed by
the upgraded new media line has risen by 40 percent year on year.
Second, strengthening innovation in content to create
new media products that lead the trend so as to continu-
ously enhance public opinion guidance
Content is essential. In pursuing integrated development, it
is imperative to take content as the topmost priority and to win
development advantage with advantage in content. Xinhua News
Agency takes initiative in adapting to the trends of intelligence,
mobilization, personalization and digitalization of emerging
media, constantly improves product design, optimizes product
form, and improves product quality. It meticulously organizes
94 brand programs of convergence reporting, represented by “Spot
News” and “Xinhua Omnimedia Headlines,” and establishes and
improves a normal planning mechanism for new media coverage,
and launches a number of audience-appreciated products, striving
to turn such reports into the “most-favored” of all print media
and the “hottest clicked” of all reports online.
The animated “Four Comprehensives” rap video launched in
February 2016 has had 73 million hits, and mainstream Western
mainstream media, such as the Associated Press and AFP, have
requested reprints of it and interviews. At the end of June, the
micro-film Red Temperament launched to celebrate the 95th anni-
versary of the founding of the CPC was reprinted on over 3,000
sites and client terminal apps, rounding up more than 200 mil-
lion page views and rapidly becoming a phenomenal omnimedia
product that was rebroadcast by 34 TV stations throughout the
country. The micro-documentary series National Album was pro-
duced on the basis of Xinhua News Agency’s abundant picture
resources to tell the individual histories behind old photos, and
was simultaneously broadcast on the Internet, TV, mobile termi-
nals, outdoor electronic screens and other platforms. By the end
of December, it had been viewed by more than 230 million peo-
ple. In September, the large-scale Internet program Red Pursuit,
to commemorate the 80th anniversary of the Long March, was
simultaneously aired on Xinhuanet, Xinhua News Agency client
terminal and some online social media platforms, with a total audi-
ence of more than 100 million. The Xinhua News Agency original
95coverage series, “Special Correspondent’s Outer Space Diary”
scored 160 million or more online hits, a record high in the his-
tory of world aerospace pioneering. The various departments and
branch offices of the Agency have gradually grown into the main
planners in new media product planning and production, and
UAV and 3D dynamic reports, data charts, and micro-videos are
now produced and released as regular products.
Moreover, Xinhua News Agency is proactive in its com-
prehensive protection of product innovation. In April 2016, it
established a product research institute specifically to promote
integrated development with innovation in product. In May 2016,
a seminar on overall innovation was held in the Agency to pro-
mote new media source-end planning and establishment of news
acquisition and production mechanisms. Decision was made to
establish an innovation fund to finance key innovation projects;
the methods of news gathering and editing appraisal were revised
to highlight the provisions on impact and promote more high-
quality news products.
Third, consolidating and upgrading the “central kitch-
en” omnimedia reporting platform, and exploring new mod-
els of news production and publication
As it is impossible for the traditional news gathering and
editing procedures to adapt to the change toward the model of
omnimedia transmission, it is necessary to reform and upgrade
them according to the concept of integrated development. Xin-
hua News Agency has been actively exploring and experimenting
96 in this regard. On July 7, 2015, the Agency set up an omnimedia
reporting platform headed by the Editorial Office and manned by
staff from nine of the agency’s departments. The platform per-
forms the six functions of resource integration, integrative pro-
cessing, public opinion monitoring, business management, impact
assessment, and remote command. Other work related to texts,
pictures, videos, technology, and the Internet, among others, can
be done on the same platform, so as to create multiple types of
news products around key topics. As the starting point for pro-
moting resource integration and integrated reporting, in 2016 the
omnimedia reporting platform put out more than 389 “Xinhua
All-media Headline” groups, which an average 100 traditional
media units used and where each new media report generated one
million hits. In July 2016, Xinhua News Agency expanded and
improved the quality and efficiency of its omnimedia platform,
promoting the formation of institutional mechanisms that meet
the needs of integrated development by upgrading the news
gathering and editing of content from a static, one-dimensional
process to one that is dynamic and multi-dimensional, so meeting
the needs of multi-terminal communication and multi-form expe-
rience.
Fourth, building an “omnimedia platform” for effective
convergence and distribution of high-quality media prod-
ucts that serves as “confluence of online information”
On August 30, 2016, Xinhua News Agency launched the
first ever national open omnimedia platform in the field of new
97media, and signed agreements with more than 100 state and local
mainstream media units on strengthening cooperation on new
media news gathering, processing, and dissemination, with the
aim of enriching Xinhua News Agency’s omnimedia products
while exploring new models of news production and publication
as well as gathering and distributing of high-quality products of
other media agencies, so achieving win-win cooperation. The
omnimedia platform will provide powerful new media terminals
to member units to achieve high-end dissemination on a national
platform; it will provide advanced new media gathering and pro-
cessing technology, and a free and open content management
system based on mobile Internet news production scenarios, and
open “Spot News” function modules to achieve online news
production; and it will provide a new media operation support
system whereby copyright tracking communication and visualiza-
tion services are applied to manuscripts from across the Internet.
The third-party resource aggregation function on the omnimedia
platform has now begun operating, laying a good foundation for
further convergence of UGC and PGC resources.
Fifth, innovating and developing Xinhua website, Xin-
hua News Agency client and social media platforms to build
strong terminals and expand new media channels of com-
munication
First, the agency has launched a new version of the Xin-
hua News Agency client-terminal app, which pioneered “Spot
News” that showcases the live news presentation and promotes
98 the change from offline to online news gathering, editing and
releasing process. Version 3.0 of the Xinhua News Agency cli-
ent terminal app, officially launched on February 29, 2016, has
achieved an annual reporting volume of 738, and a total of over
426 million hits, so achieving systematic innovation of the news
production system and leading major changes in the news format.
Domestic and foreign media follow and copy this app, and “Spot
News” constitutes the first standard domestic convergence media
product. The current download volume exceeds 220 million and
the initial pop-up rate of major current news exceeds 80 percent.
More than 3,100 local channels have connected on the Xinhua
News Agency client terminal app, covering 31 provinces, autono-
mous regions and municipalities directly under the central govern-
ment nationwide, basically demonstrating that “a net covers the
whole country and a key connects the whole country.” The app is
becoming an important mobile Internet information service por-
tal, a news client terminal app flagship, and an important national
mobile government service platform, with impact at the forefront
of all news media.
Second, pressing forward with overall upgrading of the Xi-
nhua site in line with the idea of “bringing news closer to you”
in order to turn out new dynamic news and data news products,
form the news site’s first unmanned aerial fleet, and open a VR/
AR channel. Daily hits on the upgraded Xinhua site have reached
an average 42 million, ranking first on domestic news sites and
rising steadily in global comprehensive rankings. Over 400 con-
99vergence media interactive products were launched in the first
half of 2016, and Internet clicks for the “real shot + virtual”
creative animation “Know the Government Work Report in Two
Minutes” exceed 20 million.
100 Case 3:
CCTV Focuses on Promoting Profound Inte-
gration of Television with New Media
In 2016, CCTV focused its attention on building a new,
world-class media flagship, and strengthening its Internet mindset
by taking the news as the leader, videos as the focus, users as the
center, and “microblog, WeChat, micro-video and client app” as
the starting point, so greatly promoting comprehensive, in-depth
integration and development of television and new media, and
strengthening their communication, guidance, influence, and cred-
ibility.
First, strengthening top design, improving institutional
mechanisms and mustering all forces to promote media in-
tegration
CCTV regards the promotion of media integration as a
main undertaking which prioritizes content, brings into effect
an innovation-driven strategy, plays the exemplary role of a
major project, coordinates all resources of the TV station and
website, and effectively promotes in-depth integration between
the TV station and website in content, channels, platforms and
other aspects. Excelling in top design is the first step. A com-
prehensive media development leading group has been formed
to play the coordinating role, and each center and channel has
set up a new media sector to strengthen media integration. The
media program production convergence evaluation system has
101been established to promote the transformation and upgrading
of program sector content production, and the technical sec-
tion is formulating the planning and design of a technical con-
vergence media system to provide integrated technical support.
The CNTV platform will build a platform to provide services to
the station, and capital investment will be increased to promote
the development of key projects, build an integrated personnel
team to enrich new media positions, and carry out new media
business training under various classifications to train complex
convergence media talents. Second, establish an integrated inter-
nal operation mechanism. This entails establishing an integrated
TV-website mechanism for reporting of major events, setting
up a platform integrating content, channels, television and web-
site to handle reporting of important meetings, major events,
and important time nodes, and unifying and coordinating the
new media and television reporting capacity. It also entails the
establishment of a system that integrates the production and
broadcast of key programs involving various sectors and tele-
vision and website planning, operation and presentation, and
the establishment of an integrated news sharing mechanism
and a concurrent mechanism for convergence news reporting
to achieve in-depth development of news resources. It also re-
quires a professional and standardized draft system, multi-end
point collection, personalized production and multi-platform
distribution. Third, improve the business linkage mechanism by
purchasing services. The News Center and CNTV divide televi-
102 sion and website work according to “content production opera-
tions + technology platform support,” linking work and coordi-
nating in an integrated way to jointly create the “CCTV News”
convergence media integration platform.
Second, a new media cluster taking initial shape, and an
integrated communication matrix formed
A convergence media matrix has been created to form the
brand series comprising “CCTV News,” CNTV and “CBox,” in
addition to the building of a three-dimensional communication
system. The first step is for CNTV platform to play a leading
role in serving television media integration as a whole. CNTV,
which possesses the most inclusive TV industry license and
a national new media integrated broadcast control platform,
gives full consideration to the integrated development of televi-
sion and website, promotes the establishment of an integrated
platform, and has established a new media transmission system
that covers PC terminals, mobile terminals, IPTV, Internet TV,
and mobile media. It provides customized services for such key
programs as the “Spring Festival Gala,” the “Chinese Riddle
Conference,” “China’s Public Opinion,” “Wait for Me,” and
the Children’s Day Evening Party, so transforming the pro-
gramming department into an “omnimedia” department, and
initially realizing the concept whereby “the big screen leads the
small one, the small screen returns to the big screen and mul-
tiple screens reach the audience.” A media cloud convergence
platform has been established to provide smart one-stop new
103media services and solutions, encompassing the “gathering, ed-
iting, broadcasting, storage, and application” process. CCTV is
increasing bandwidth distribution investment to greatly enhance
video fluency and clarity. Second, CCTV is speeding up the
construction of CTV News, CNTV and CBox. As of the end
of 2016, the number of CCTV News new media users exceeded
312 million; the volume of monthly independent CNTV access
was 535 million; the cumulative download volume of the CBox
app was 547 million; and the average monthly mobile TV user
access volume had reached 25 million; IPTV proprietary us-
ers had reached 36.38 million; and TV business Internet users
91.3 million. CCTV has initially built a “one cloud with multiple
screens” multi-terminal, multi-language and full coverage new
media communication system. Third, relying on professional
channel resources, CCTV focuses on creating vertical products.
Each channel gives full play to its specific advantages to collect
audience ratings data through multi-terminals and multi-chan-
nels, analyze and determine individual needs in order to provide
targeted programs and services related to financial data, culture,
entertainment, sports events, legal advice and family life. The
financial channel issued financial news first on the Internet and
then on TV, and the total number of matrix “microblog, We-
Chat and client app” CCTV Finance users has surpassed 55 mil-
lion, ranking at the top in the new media field. The Sports chan-
nel WeChat account facilitates interaction on TV through mobile
phones, and the number of microblog and WeChat users is now
104 9.1 million. CCTV 5 mobile app users surpassed 6 million during
the European Cup and the Olympic Games, rendering the CCTV
5 mobile client a first-line sports media mobile app. The Society
and Law channel WeChat account has established a “legal advice”
module that gathers first-line legal resources that meet the needs
of common people via program resources.
Third, developing integrated high-quality programs to
further enhance TV appeal
CCTV prioritizes content and, taking audience as the basis,
focuses on producing innovative and high-quality programs. It is
exploring the integrated mode of “integrated planning, operation
and presentation” of programs for both television and website to
win audiences through popular, socialized, focused and accurate
communication. First, it uses new technology and means to pro-
vide users with richer program content and interactive experience.
Taking video as the principal medium, it extensively employs
multiple Internet presentations like cartoons, micro-videos and
H5. The International Channel launched the first media news
commentary program in China titled “China’s Public Opin-
ion,” which, based on big data and results of the public opinion
monitoring system, releases exclusively “China’s Public Opinion
Index,” bringing audiences from more than 120 countries and
regions into interactive participation. Its WeChat public account
fans alone reached 1.1 million within a short time span of three
months, topping China’s news commentary programs and being
applauded as “initiating a brand new model of TV news com-
105mentary in the era of convergence media.” The Foreign Language
Channel launched China’s first domestic convergence media VR
video reporter “Rebuild Local China,” using the H5 interactive
experience to amplify the depth of the report’s panoramic display
of the new rural prospect since implementation of the “targeted
poverty alleviation” policy. The platform as a whole has released
32 reports, boasting 5.31 million independent users and netting
26,000 interactions, arousing attention from both domestic and
international netizens. In reporting the annual “two sessions”
of the CPC and CPPCC, CCTV News introduced the TVU4G
signals backpack, the VGC global reporter feedback sharing plat-
form, GoPro sports cameras and other advanced technology, and
applied for the first time “UAV video recording + virtual reality
technology” in making the reporting series titled “New Perspec-
tive in the Two Sessions,” thus further enhancing the authentic-
ity and interactive quality of the reports. Second, it occupies the
high ground of mobile live broadcast to lead mainstream media.
CCTV News officially initiated mobile live broadcasts on May
20, 2016, rapidly making a major breakthrough in mobile live
news broadcast by means of a specialized production process
and CCTV’s strong reporting resources with guaranteed mes-
sage sources. In reporting the celebration of the 95th anniversary
of the founding of the CPC, the new media of CCTV News
launched large-scale multi-point 150-minute mobile live broadcast
“Loyalty and Oaths,” taking millions of Internet users on a “red
tour” of nine historical revolutionary sites; CNTV produced the
106 mobile live broadcast “Road: Retrospect to 1921,” reviewing the
glorious 95-year history of the CPC through 12 live broadcast
sites and a large-scale 10-hour live program by means of “mobile
video multi-point broadcast + space-time narration + VCR vid-
eo.” In reporting the Hangzhou G20, it initiated the news media
integration PGC production platform to achieve integrated pro-
duction of TV programs and new media on the same platform,
thus greatly improving timeliness; the CCTV News client app
was the first to launch a “48-hour uninterrupted” mobile interac-
tive live broadcast, reaching a total 340 million users; it initiated
synchronized broadcasts of major political activities through
overseas social networking platforms like Facebook, and the live
broadcast “Xi Jinping Attends the G20 Hangzhou Summit Open-
ing Ceremony and Gives a Speech” was viewed by 1.93 million
overseas users in total; and it was first to report the current politi-
cal news using augmented reality (AR), real-time face capture and
other technical means, so achieving a vivid transmission effect. In
2016, CCTV new media platforms launched a total of 500 mobile
live broadcasts, totaling 19,000 minutes in length and netting a
cumulative 900 million viewers.
Fourth, actively promoting the application of media in-
tegration technology, and constantly strengthening techni-
cal support capability
CCTV has pooled resources and efforts to tackle major prob-
lems in relation to new information dissemination technology,
aiming to promote media transformation and upgrading with new
107technology. First, it has built a cloud media convergence produc-
tion platform to realize multimedia collection, same-platform pro-
duction, multi-channel release, and multi-mission integration of
content resources. Second, it has accelerated the construction of
a “CCTV Zone” cable TV Internet. It uses local interactive cable
TV platforms in distributing resources and networks to directly
provide the “CCTV Zone” boutique program solo broadcast ser-
vice for all local two-way cable TV users. Interactive on-demand
pilots are now operating in 10 provinces, and users exceed 20
million. Third, it has been promoting the construction of a big
data platform. Through collecting, summarizing and analyzing
the viewing behavior of mobile client users and national audience
ratings of CCTV’s interactive TV programs and public channel
programs, CCTV provides data support for personalized program
recommendation, program evaluation and program production.
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中国新闻事业发展报告. 2016年 : 英文 / 中华全国
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